Out-of-home (OOH) advertising or outdoor advertising, has made it easier for advertisers to capture consumer’s attention in a world that is overloaded with information.
OOH shares the same physical space as consumers which allow for direct communication with them while they are on the move. The rise of digital out-of-home (DOOH) advertising enable advertisers to communicate with audiences in increasingly versatile ways.
Advertisers can combine technology with creativity to create engaging and emotional and interactive experiences for audiences. DOOH means advertisements can become dynamic experiences, with touch screens and facial recognition technology. This allows advertisers to engage with audiences on a whole new level.
Technopedia defines Artificial Intelligence “as an area of computer science that emphasizes the creation of intelligent machines that work and react like humans. Some of the activities computers with artificial intelligence are designed for include speech recognition, learning, planning and problem-solving. Artificial intelligence must have access to objects, categories, properties and relations between all of them to implement knowledge engineering.”
Artificial Intelligence has been used in many ways in advertising and specifically with the rise in DOOH. Artificial Intelligence can be used to analyse enormous datasets. By doing this it can provide advertisers with analytics, predictions and recommendations or it can even be used for decision making.
With the use of Artificial Intelligence advertisers now have more insight into who sees their advertisements and who acts on them. It also allows advertisers to personalise messages for certain audiences with facial recognition, sensors and interaction.
The data that is captured and analysed by Artificial Intelligence will keep on improving giving better insight, predictions and recommendations and enable advertisers to plan advertising campaigns accordingly and to make better decisions. Artificial Intelligence can help advertisers to make sense of the massive data sets.
Advertisers are now able to determine how many people passed by their ads or viewed their ads, how much time was spent looking at their ads and also the age, sex and other information regarding the people who viewed their ads.
The relevant technology can also be used to recognise sentiment, behaviour, expression, and location which means more personalised ads to give consumers an emotional experience with a brand and which in turn means better engagement.
Advances in technology mean advertisers can now track their audience’s movement to better measure their reach and influence. It also enables advertisers to reach the right audience at the right time.