The UK Advertising Standards Authority (ASA) is partnering with Compare the Market and Acast for the next phase of its awareness campaign which launches UK-wide this week and will run for eight weeks across multiple platforms and channels, both online and offline.
Guy Parker, CEO of the ASA, told us “We’re pleased that our ad campaign is having a real impact on people’s trust in the ASA and advertising. It’s important people know that we’re here, keeping advertising legal, decent, honest and truthful, and we’re grateful to all our partners for lending us their iconic slogans that the public know so well. Our new partnership with Acast means we’ll be able to directly reach podcast listeners, reminding them that we regulate ads across all media. And the iconic branding of Compare the Market will help reinforce the message that the people can trust that we are effectively regulating UK advertising.”
The Advertising Association (AA) has worked closely with many of its media owner members across the industry to help the ASA access advertising inventory which has been donated by organisations. This campaign is geared to help further build on the rising trust in advertising that the Credos Value of Trust report, released by the AA in June, highlighted.
This week, at Amsterdam Central Station (Metro network North/South Line), a unique campaign from soft drink brand Fanta is on display.
The campaign promotes the release of Warner Bros. Discovery’s new comedic film Beetlejuice Beetlejuice, where the ads are created on-site with the help of artificial intelligence.
Mark Veenman COO, CS Digital Media told us “This campaign is a discovery and showcases the possibilities of AI technology in Out Of Home advertising. The result is innovative and surprising, and this strategy has not been used before. Of course, CS Digital Media could not achieve this without an advertiser willing to relinquish control of their ad campaign. With Fanta, in cooperation with EssenceMediaCom, we found a great partner for this approach”.
The Fanta Halloween Beetlejuice campaign, invites commuters to pose in front of a camera, after which #AI technology instantly transforms them into a unique, personalized Beetlejuice character displayed on a large 6×4 meter LED wall. It’s a snapchat like feature, the creation is generated, shown, and disappears forever from the screen within 30 seconds. Each time a new commuter poses in front of the camera, the process is repeated.
AI is increasingly being used in outdoor advertising. However, this is typically limited to data analysis, targeting, and content creation before any campaign starts, keeping the outcome controllable and manageable. Fanta, however, dared to relinquish control of the creation and allowed the AI tool to operate independently under certain conditions.
The basic requirements for the creations are safeguarded with the right prompts, but the final output is unpredictable. This makes the Fanta campaign exciting and also creates maximum attention at the audience. Each creation generated by AI is inherently new, which at the moment is still a relatively unique approach in DOOH.
Anouk van Huissteden, Coca-Cola Company brand manager said “As a brand manager, you need to have an eye and focus on every detail. With real-time generated AI content, that’s simply not possible since the content changes constantly and is generated on the spot. As a brand manager, this takes some getting used to, but the constant change in content amazes and keeps the consumer engaged.”
CS Digital Media is a media technology company focused on innovations in advertising technology and software in the fields of media, e-commerce, energy, and mobility.
If you are already in Artificial Intelligence (AI) wishing to learn more about the advertising and out of home (OOH) industries or in the advertising and OOH sector and wish to better understand AI and Machine Learning then our annual AdAI Conference on Tuesday September 24, 2024 in Toronto is a must-attend.
There are only two dozen tickets left, cost CAD 299 (COMMB members should contact the association for a discount code) and can be found here.
Western Sydney International (Nancy-Bird Walton) Airport (WSI) is inviting out-of-home advertising organisations to register their interest to provide internal and external digital advertising at Sydney’s new airport.
This will include around 80 different digital advertising assets across the airport including large format outdoor digital signage and in-terminal operational and advertising screens delivering high potential passenger engagement.
The Registration of Interest (ROI) is now open for WSI to identify suitably qualified operators to participate in the Request for Proposal (RFP). Interested parties who can demonstrate satisfaction of minimum requirements in the ROI may be invited to participate in the RFP later in 2024.
GPO Vallas, a leading Latin American OOH advertising company has announced the U.S. launch of SOMO, a new business line built by partnering with Ara Labs, for the operation of 4,000 screens in 2,000 digital car top advertising displays in NYC, which they say will generate over three billion monthly impressions.
The companies entered into an exclusive multi-year partnership with Ara and with the Metropolitan Taxicab Board of Trade (MTBOT) and Creative Mobile Media (CMM), a division of Creative Mobile Technologies (CMT). MTBOT is the largest yellow taxicab association in New York City. Through this partnership, SOMO will have access to up to 5,500 taxicabs to display advertising on top, currently representing over 65% market share of the total taxi tops in the city.
Displayce claims to be the first specialised platform to integrate generative artificial intelligence for recommending personalised DOOH strategies. After a year of research and development, Displayce is launching CampaignAI, an intelligent assistant designed to transform how advertisers and agencies design their DOOH campaigns.
As artificial intelligence tools experience exponential adoption, with global productivity gains estimated at $4.4 billion, advertising agencies rank generative AI among the top four most attractive topics for 2024. Displayce, already a pioneer in using AI for optimising DOOH buys, is taking a new step by integrating generative AI into its programmatic platform, becoming the first to offer such an innovation in this field.
Hayssam Soueidan, Chief Technology Officer at Displayce told us “Integrating generative AI into DOOH presents complex challenges, such as managing AI hallucinations that may generate unrealistic strategies and adapting to the specifics of DOOH, including environment, timing, and context of delivery. With my team, we have addressed these challenges by combining the latest advancements in Retrieval-Augmented Generation (RAG), fine-tuning existing models, and our knowledge base accumulated from thousands of DOOH campaigns. Thanks to advanced evaluation algorithms, only the most relevant strategies are selected. CampaignAI is the first component of a suite of AI tools that we plan to enrich to further integrate media, creative, advertiser, and targeting data specifics”.
CampaignAI not only simplifies the creation of DOOH campaigns but revolutionises the process by analysing client briefs to generate personalised strategies perfectly aligned with marketing objectives and target audiences. Thanks to this innovation, each campaign benefits from unparalleled precision, relying on personalised and data-driven scenarios. This approach not only improves efficiency but also maximises the impact of advertising campaigns. Platform users are thus free to choose the most relevant recommendation, allowing them to script media plans that reach the audience in the most pertinent contexts – based on location, time of day, and surrounding activities.
Designed for both advertisers and more experienced media agencies, CampaignAI addresses issues such as ‘I want to promote a new bike brand in France’ or ‘What is the best media plan for a watch brand during Black Friday?’ Identifying new creative avenues, data sources, targeting, or digital screens is now possible in just a few clicks. With this new solution, the time to create a DOOH campaign is significantly reduced, allowing advertisers and media agencies to focus on strategic vision and client engagement while letting CampaignAI inspire them with personalised, original, and effective strategies.
If you are already in Artificial Intelligence (AI) wishing to learn more about the advertising and out of home (OOH) industries or in the advertising and OOH sector and wish to better understand AI and Machine Learning then our annual AdAI Conference on Tuesday September 24, 2024 in Toronto is a must-attend.
There are only two dozen tickets left, cost CAD 299 (COMMB members should contact the association for a discount code) and can be found here.
In less than two weeks time Tombras’ Chief Technology Officer Juan Tubert will keynote this year’s AdAi Conference where he will present a quite amazing OOH campaign that he helped his agency put together for Google and Moving and Storage Company PODS, which makes great use of #AI for Dynamic Creative Optimization.
If you are already in Artificial Intelligence (AI) wishing to learn more about the advertising and out of home (OOH) industries or in the advertising and OOH sector and wish to better understand AI and Machine Learning then our annual AdAI Conference on Tuesday September 24, 2024 in Toronto is a must-attend.
The AdAi conference is produced and curated by the Canadian Out-of-Home Marketing and Measurement Bureau in collaboration with DailyDOOH and is being held at the same venue as last year, namely the Globe and Mail Centre in Toronto.
Background to Juan’s presentation entitled ‘The Impossibly Smart Billboard using Google’s Gemini‘ can be found here in editorial we wrote back in July.
Praevar, a Canadian manufacturer of intelligent outdoor displays and kiosks, has announced a partnership with BrightSign.
The collaboration will put BrightSign’s technology inside outdoor and semi-outdoor digital signage and digital out-of-home displays and we are told that this solution is a direct response to customer demand for a flexible, turnkey option to support smaller businesses and venues.
Since 2016, Praevar (many industry veterans will recognise and remember fellow industry stalwarts Praevar’s CEO Ralph Idems and CTO Chris Bolton) has designed and manufactured ultra-reliable indoor and outdoor displays for many of the world’s top OOH media companies.
DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media is holding a special webinar event tomorrow, Wednesday September 11 at 1pm ET on the results of its 2024 Omnichannel Decision Makers Study.
The session will focus on DOOH opportunities for performance marketers. The study was conducted by Advertiser Perceptions, the leader in providing research-based strategic market intelligence to the complex and dynamic media, advertising, and adtech industries, and sponsored by DPAA member Kochava (the leading real-time data solutions company for omnichannel attribution and measurement).
Speakers at the event will include Grant Simmons, VP Kochava Foundry and Sarah Bolton, EVP Business Intelligence, Advertiser Perceptions.
The session will take a look at opportunities in DOOH for performance marketers, trends driving the adoption of the medium, as well as insights into DOOH budgets, integration in omnichannel plans, advancements in measurement and targeting, and more.
“This key report for the DOOH industry helps inform sales and marketing strategies for member companies,” said Barry Frey, President & CEO of DPAA. “We are pleased Advertiser Perceptions and study sponsor Kochava will share results at this session.”
They will be taking questions, so come prepared. This special event is open to non-members and you can register here.
Ripley Entertainment has engaged VUIX AI for the launch of their AI Interactive Penguin Exhibit at Ripley’s Aquarium of Myrtle Beach, in South Carolina.
This innovative AI kiosk experience brings a new level of interaction and education to visitors at Ripley’s Penguin Playhouse, offering immersive, multilingual engagement with the aquarium’s beloved penguins.
VUIX AI is a cutting-edge collaboration between Immersive Arts and Smart Matter AI and is an award-winning software and hardware solution that enhances guest experiences at attractions, hospitality venues, and cultural properties worldwide.
At Ripley’s Aquarium, the VUIX AI kiosk allows guests to ask any question about the penguins and receive instant, accurate responses from a custom Ripley’s Animal Care Team member avatar, providing a dynamic and personalized experience for every visitor.
In just over two months since its installation, the VUIX AI kiosk at Ripley’s Aquarium has successfully answered over 10,000 penguin-related questions from guests, with a portion of these interactions conducted in languages other than English. The VUIX AI kiosk supports over 20 languages, ensuring accessibility and inclusivity for all visitors. The success of the audience engagement technology is a testament to storytelling with a unique and inclusive guest experience.
Beyond providing informational support, the powerful AI technology behind VUIX AI can also be integrated with point-of-sale, wayfinding, reservation, and management systems, offering operators a comprehensive tool to enhance guest services and streamline operations.
We are told that Ripley Entertainment and VUIX AI are excited about the potential to expand the interactive AI technology across other Ripley’s locations, to create new guest experiences.
Josh Cohen, Founder of VUIX AI and Immersive Arts told us “We are thrilled with the innovative collaboration and the impact that VUIX AI has had on guest engagement. With over ten thousand questions being answered in a two-month period, we know we’ve created a successful turn-key AI system for Ripley’s and other attraction operators. Our technology extends beyond experiential guest engagement, as it can be utilized to automate daily operational tasks and drive revenue, via integration with a property’s wayfinding, point-of-sale, reservation, or management systems.”
VUIX AI (pronounced View AI) is a groundbreaking visitor user interface experience distinctly designed for operators of attractions, destinations, cultural and hospitality properties. Developed by artificial intelligence professionals and attractions industry experts, VUIX automates daily operational conversations and drives guest engagement via an experiential digital avatar. At the 2023 Blooloop Innovation Awards, VUIX won first place in the guest journey category as voted on by a panel of international operators.
Guy Parker, CEO of the ASA, told us “We’re pleased that our ad campaign is having a real impact on people’s trust in the ASA and advertising. It’s important people know that we’re here, keeping advertising legal, decent, honest and truthful, and we’re grateful to all our partners for lending us their iconic slogans that the public know so well. Our new partnership with Acast means we’ll be able to directly reach podcast listeners, reminding them that we regulate ads across all media. And the iconic branding of Compare the Market will help reinforce the message that the people can trust that we are effectively regulating UK advertising.”
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