What's Happening?
Helen Miall, Chief Marketing Officer at VIOOH, is championing the evolution of programmatic digital out-of-home (DOOH) advertising. As a juror at The Drum Awards Festival, Miall highlights the transformative impact of programmatic DOOH, which offers measurable, flexible, and brand-safe advertising solutions. This approach allows brands to optimize campaigns based on real-time insights, enhancing both awareness and conversion rates. Miall emphasizes the role of AI in reshaping the creative process, particularly in creative ideation, by utilizing diverse screens and aspect ratios to craft impactful messages. However, she warns of the risks associated with AI, citing the controversy around Guess' AI model as a cautionary tale. Miall stresses the importance of human oversight to maintain authenticity and inclusivity in advertising.
Why It's Important?
The integration of programmatic DOOH and AI in advertising represents a significant shift towards data-driven, audience-led innovation. This approach not only enhances brand impact but also offers agility in responding to real-time cultural moments. The ability to optimize campaigns dynamically ensures that brands can maintain consistency while adapting to changing contexts. Furthermore, Miall's advocacy for sustainability highlights a critical area that many advertisers overlook, despite the availability of updated frameworks and tools. Prioritizing sustainability could offer competitive advantages and align with growing consumer demand for environmentally responsible practices. The strategic use of AI, coupled with human expertise, is poised to define the next generation of advertisers, emphasizing the importance of building organizational literacy around AI capabilities.
What's Next?
Looking ahead, the advertising industry is expected to increasingly integrate AI strategically, with a focus on real-time action and understanding AI's limitations. Advertisers who successfully build AI literacy across their organizations will likely emerge as leaders in the field. Miall predicts that the future of advertising will be shaped by those who can amplify human expertise through AI, rather than replace it. Additionally, there is a call for advertisers to prioritize sustainability, leveraging efficient channels and benchmarks to make a meaningful impact. As the industry evolves, the ability to create genuine connections through contextual relevance will be crucial for maintaining brand identity and achieving long-term success.
Beyond the Headlines
The shift towards programmatic DOOH and AI integration in advertising raises ethical considerations regarding representation and inclusivity. Ensuring that AI-driven creative processes do not compromise authenticity is essential for maintaining consumer trust. Moreover, the emphasis on sustainability reflects broader societal trends towards environmental responsibility, which could influence corporate policies and consumer behavior. As advertisers navigate these changes, the balance between technological innovation and ethical practices will be key to sustaining industry growth and relevance.
