Jonas Glad

Chief Executive Officer

‍

“This is a major opportunity for brands, buyers, and media owners. OOH is uniquely positioned in the real world through the precise longitude and latitude of our screens. AI can combine and analyze audience data, points of interest, demographics, pricing, and other datasets to enable faster and smarter decisions. Our industry must continue generating relevant data and let AI transform it into actionable insights that create more value for OOH campaigns - both during planning and in post-campaign analysis.”

‍

‍

Darren Jacobs

EMEA Sales Director

‍

“As AI reshapes how media is planned, bought and optimised, OOH is arguably one of the most AI-compatible channels out there. Real-time data, dynamic creative triggers, audience movement patterns... OOH feeds directly into the logic that AI-led systems thrive on. But beyond the programmatic opportunity, OOH offers something no algorithm can replicate, physical presence in the real world. While all digital environments grow noisier with an ever-growing amount of choice and trust becomes harder to earn, the streets don’t lie. AI will make OOH smarter, more targeted and more measurable, and in doing so, it will prove just how powerful this medium has always been.”

‍

‍

‍

Mark Frost

Global Head

‍

“I think AI-led media planning is going to push OOH well beyond static advertising. We’re moving into a space where screens can become far more dynamic and responsive based on things like context, audience behaviour and real-time engagement. I think we’ll start to see the rise of what we call Adaptive Ad Creative (AAC), where content evolves in real time to deliver experiences that feel more relevant, more interactive and ultimately more effective.”

‍

‍

‍

Adam Butterworth

Partner

‍

“As media moves toward AI-led decision-making, OOH has an opportunity to become more valuable, not less. AI should help planners look beyond individual impressions and better understand real-world journeys, environments and experiences. That matters because OOH rarely works as a single isolated exposure. It influences people through place, movement, context, repetition and memory. The opportunity is to bring those physical-world signals into the planning and ROI mix, while preserving what makes OOH distinctive. Done well, AI can make OOH more measurable, more strategic and more visible within the total customer journey.”