Katie Burwell of AdQuick says AI can add local context, such as competitors within five miles of a billboard, while AI-generated images do not suit billboards.
Rob Loftus of Broadsign says many media owners adopted programmatic without thought and now must differentiate, with agentic campaigns already running in Europe.
Nicole Fitzsimmons of The Trade Desk says advertisers now want receipts showing measurable results, and digital out of home should be as easy to buy as digital.
Out-of-home advertising leaders bet on programmatic and AI
Guest interviews
Jim Norton, chief revenue officer of OUTFRONT Media. Puts the US advertising market at $500bn, with $300bn digital and only $10bn out of home. Cites a study in which 93% of people question whether online content is AI generated. Predicts the industry will coalesce around measurement by 2030.
Anthony Scaramucci, financier and former White House communications director. Says his book All the Wrong Moves traces how the Afghanistan and Iraq wars and tax cuts added $8tn to the national debt. Argues Americans are less divided than people think and that authenticity is rewarded now.
David Sable, vice chairman of Stagwell. Argues digital is everything but not everything is digital, since digital-only brands such as Warby Parker cannot open stores fast enough. Calls sameness the biggest fear of AI in creative work.
Craig Brommers, CMO of American Eagle Outfitters. Describes a tops down, bottoms up strategy that pairs cultural partners such as Sydney Sweeney and Ella Langley with local knowledge across 900 stores. Calls the company data informed but not data led.
Doug Zarkin, chief marketing officer and author. Argues retention beats acquisition, since winning a customer costs five to 25 times more than keeping one. Says AI is the best intern he will have and urges marketers to focus on the speed of smart.
Raj Lala, executive at Vistar Media. Says agencies can now run full out of home campaigns through programmatic pipes, and that out of home has no fraud and no viewability concern. Brands asked for ads across the city the moment a Knicks game ended.
Rob Loftus, VP of platform sales for the Americas at Broadsign. Says many media owners plugged in programmatic and waited for money, and now ask how to differentiate. Broadsign built protocols so agentic campaigns can be bought start to finish, already happening in Europe.
Alex Grieves, global head of programmatic at Billups. Says programmatic is complementary to out of home, not competitive. Billups answered a request across 10 EMEA markets within an hour, where the client expected about forty hours, using Sean Spooner's AI tool Audrey.
Nicole Fitzsimmons, senior manager of inventory development at The Trade Desk. Wants the physical world to be as easy to buy as digital. Says AI is only as good as its input and that advertisers now want receipts showing measurable results.
Katie Burwell, partnerships executive at AdQuick. Says clients want better data and faster campaigns, and that AI can show a quick service restaurant client every competitor within five miles of a billboard. Predicts more advertising will move outdoors.
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On this episode 12
Show 1
News
DPAA opening reports double-digit digital out of home growth. Opening remarks at the DPAA event reported double digit growth in digital out of home, which Katie Burwell says will carry the industry into 2027 and beyond.