Ask the Board – January 2, 2019 | BILL MASLYN

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“How do you see Artificial Intelligence (AI) figuring in the future of digital signage?”


Artificial intelligence and machine learning have been top of mind in the digital advertising technology space for some time. Long before it was referred to as AI, advertising technology companies had developed algorithms to optimize the targeting, delivery and creative features of content across online and mobile publishers. As more OOH media companies have evolved their networks with faster connectivity and incorporated more data into their platforms, we are seeing more opportunities to leverage AI.

Beyond the obvious AI applications that come with the increasing role of programmatic advertising, AI will factor in ways that will optimize digital signage content in real time. The industry has moved beyond displaying static images to utilizing sensors and data feeds to optimize content and display the most appropriate message for an audience to accomplish the desired result. AI will continue to impact every aspect of that value chain, from better algorithms for predicting or understanding audiences to more data models to inform dynamic content and deeper analytics to better understand results and success.

 

 

About Author

Vice President of Product, Content & Ad Technology
Intersection

FORMER MEMBER OF THE DSE ADVISORY BOARD
Out-of-Home Network Council

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