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“How AI Could Impact the Advertising Landscape”

“How AI Could Impact the Advertising Landscape”

"How AI Could Impact the Advertising Landscape" -Mark Boidman

Mark Boidman’s article, “How AI Could Impact the Advertising Landscape,” sheds light on the transformative role of Artificial Intelligence (AI) in advertising. Boidman highlights, “The global market for AI in advertising is expected to reach more than $100 billion by 2027, driven by advancements in machine learning, natural language processing, and computer vision.” This forecast underscores the significant growth and impact that AI is poised to bring to the advertising industry. Boidman underscores that the transformative effects of AI extend across advertising content, placement, and overall effectiveness, ushering in an era of more targeted, dynamic, interactive, measurable, and sustainable advertising strategies.

One primary advantage of AI in advertising is its ability to analyze data and provide real-time feedback to advertisers, allowing for adjustments based on the demographic information of the audience. This optimization ensures that advertisements reach the right people at the right time with the most relevant content, streamlining the advertising process and eliminating inefficiencies. Furthermore, AI introduces dynamism and interactivity to advertising, with digital screens capable of adjusting content in real-time based on factors such as weather and traffic.

This adaptability increases relevance, engagement, and conversion rates, as evidenced by studies reporting a 40% increase in ad recall and a 28% boost in brand awareness through AI-powered dynamic outdoor advertising. As AI technology continues to evolve, its impact on advertising is set to grow, promising a future where campaigns are not only more sophisticated and effective but also guided by responsible and transparent data practices.

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Q3 Reports Infographics

2023 3rd Quarter Results For Lamar Advertising, Outfront Media, and Clear Channel Outdoor.

Elevate your OOH Industry IQ: Unveil the results of the OOH industry leaders: Lamar Advertising, Clear Channel Outdoor, and Outfront Media in SignValue’s latest Quarterly Infographics! Embark on a visual journey with our three captivating infographics, spotlighting pivotal takeaways from the 3rd quarter earnings reports. Gain exclusive insights into the performance of industry titans and let SignValue be your compass to navigate the intricacies of the market with finesse, SignValue CEO Paul Wright shares his insights on the recent financial releases: 

“It’s clear from third quarter results that OOH revenue growth continues to slow. No one knows whether this will be a soft landing or something more dramatic. We think of a soft landing like the 2001/2002 recession when OOH revenues were down .8% and then up .8%, which was essentially two flat years. It’s worth noting that was over 20 years ago. Obviously, we’ve survived two far more dramatic recessions since then, including the housing crisis in 2008/2009 (down 15.6%) and the covid pandemic in 2020/2021 (down 29.1%). Several of our bank clients are asking us to take a second look at some of their collateral. OOH companies should not be surprised if their banks are asking for more information than usual. Being open and honest with your bank will lead to better relationships, trust and terms, so we encourage borrowers to be completely transparent about any changes in their performance.”

Clear Channel Outdoor is lighting up the Las Vegas skyline with their latest collaboration with the Westin Las Vegas Hotel & Spa!

Clear Channel Outdoor's New Out-of-Home Spectaculars Illuminate Las Vegas Skyline

Clear Channel Outdoor (NYSE: CCO), a global leader in out-of-home (OOH) media, has just unveiled a new collaboration with the Westin Las Vegas Hotel & Spa. This partnership introduces three large OOH spectaculars strategically positioned along the Formula 1 Vegas Grand Prix track, offering advertisers an opportunity to reach Las Vegas tourists, affluent audiences, and international travelers.

The Formula 1 Fan Experience will run from November 16-18, 2023 with over 300,000 attendees expected to attend the three-day event.

The Clear Channel portfolio includes digital spectaculars, printed spectaculars and wallscapes, roadside digital displays, airport advertising, and traditional printed assets reaching 92% of adults aged 18 and above weekly, as per Geopath OOH Ratings (June 2021) and Scarborough Release 1 (2022).

The ‘Westin Spectacular Domination’ package includes digital signage options as follows:

  • The Vertical Digital Spectacular (46′ high x 18′ wide)
  • South Wallscape Spectacular (130′ high x 200′ wide x 2)
  • East Wallscape Spectacular (130′ high x 50′ wide)
East Wallscape Spectacular
Brands can captivate sophisticated consumers with these new jaw dropping displays at the Westin Las Vegas Hotel.
These transformative new displays are located along F1 Vegas Grand Prix Track.
The Vertical Digital Spectacular

Programmatic DOOH on the Rise: Insights from VIOOH’s Latest Report

We are excited to share the latest findings from VIOOH’s annual research into the programmatic Digital Out of Home (DOOH) market. The future of programmatic DOOH (prDOOH) is undoubtedly on the rise, and the insights from this report shed light on its growing popularity, particularly in the United States.

Key Highlights:

  1. Impressive Growth: According to the report, DOOH ad spending is projected to increase by an impressive 33% over the next 18 months. This growth signifies a big shift in advertising strategies toward the dynamic world of prDOOH.
  2. Media Plan Integration: Nearly one-third (31%) of US advertisers have already incorporated prDOOH into their media plans, with an even more substantial number (39%) planning to increase their usage of prDOOH in the next 18 months.
  3. Budget Reallocation: A substantial portion of US advertisers (33%) is reallocating budgets from other digital channels to invest in prDOOH. Additionally, 15% are creating new budgets dedicated to prDOOH initiatives.
  4. Innovation and Targeted Activations: A remarkable 80% of US respondents believe that prDOOH offers the most innovative opportunities compared to other media channels. Moreover, 67% of advertisers agree that prDOOH effectively targets the right audience at the right time, leading to increased sales, improved performance (64%), and enhanced brand safety (61%).
  5. Multi-Channel Integration: PrDOOH is now more closely integrated into multi-channel campaigns (64%) in the US, especially when combined with other digital channels (41%).

VIOOH’s Chief Executive Officer, Jean-Christophe Conti, emphasized the importance of prDOOH in modern media planning, stating, “Programmatic DOOH is becoming mainstream and is now a must-have on every media plan.” He also highlighted the flexibility and high-value tools that prDOOH provides for both brand and performance ad campaigns.

To dive deeper into these insights and understand the current state of programmatic DOOH advertising, we encourage you to explore the full report by visiting VIOOH’s State of the Nation Report.

VIOOH partnered with research and strategy agency, MTM, to survey 1,200 advertisers and agencies across multiple countries to compile this invaluable data. These participants, who have already embraced prDOOH or plan to do so in the near future, offer a real-world perspective on the transformative impact of programmatic DOOH advertising.

As the advertising landscape continues to evolve, programmatic DOOH has proven to be a game-changer for marketers seeking innovative and effective ways to engage their target audience. Stay ahead of the curve by exploring the insights in this report and considering how prDOOH can enhance your advertising strategies.

Hypermedia Launches René, a Digital Bridge that Redefines Out-of-Home Advertising.

Hypermedia Launches René, a Digital Bridge that Redefines Out-of-Home Advertising.

Hypermedia Launches René, a Digital Bridge that Redefines Out-of-Home Advertising.

Hypermedia, a leading provider of Out-of-Home (OOH) media solutions in the Middle East, has announced the launch of René, a digital bridge that is set to redefine the OOH advertising landscape.

René is located at the World Trade Center, one of the busiest intersections in Dubai, and is perfectly positioned to reach a large and diverse audience. The bridge is 30 meters long and 3.5 meters wide, and it features a high-resolution LED screen that can display dynamic and interactive content.

In addition to its strategic location, René offers a number of other advantages for advertisers. For example, the bridge is equipped with data measurement and analytics tools that can help advertisers track the performance of their campaigns and optimize their results.

René is also part of Hypermedia’s “Z Gallery – Art of Media” collection, which is a network of over 550 digital and static assets that are designed to provide brands with a premium media experience. The collection is inspired by the iconic artwork of René Magritte, and it aims to challenge traditional perceptions and encourage viewers to see beyond the obvious.

“René represents a significant milestone in our mission to redefine digital Out-Of-Home advertising,” said Gerard Rustom, Managing Director/CRO at Hypermedia. “We believe that by fusing art, technology, and strategic placement, we can offer brands an unparalleled opportunity to captivate audiences and achieve remarkable measurable results.”

Here are some of the key benefits of René:

🔴 Strategically located at a major intersection in Dubai

🟠 Large and visible LED screen

🟡 Data measurement and analytics tools

🔵 Part of the “Z Gallery – Art of Media” collection

René is the perfect platform for brands that want to reach a large and diverse audience, track the performance of their campaigns, and create a lasting impact.