Outdoor ASIA - July 2018

August 2018^85

THOUGHT LEADERSHIP

Reaching today’s fragmented consumer audiences
is OOH’s strength and it will grow with data backed
decisions. AI will expand the commonly practiced
consumer know how to provide real time information
on people in OOH, bringing in better targeting.

In an AI powered environment, DOOH will move to the
epicentre of growth and the share of traditional OOH
in the overall spends will eventually fall, and that
void will be filled by new age digital OOH inventories,
possibly integrated with AI. Tech enabled DOOH’s
role in the overall OOH growth will be catalytic,
pushing unexplored boundaries and establishing
new grounds of convergence. Smart cities in India
will be the first experiment labs from which new
products will emerge using latest and state of the
art technology.

The rise of chatbots and virtual assistants are also a
result of AI. Amazon's Alexa, Google's Home, Apple's
Siri and Microsoft's Cortana are all using AI-based
algorithms to make life better. These technologies
will take more prominent roles in dictating
future consumer behaviour. Most of your future
transactions will be completed with the help of an
AI-based chatbot or virtual assistant and in tandem
a new realm of programmatic media scaling and
dynamic content creation will emerge in which AI and
Machine Learning will play the most important role in
achieving personalisation with predictive ad delivery.

Potential use cases pertAIning directly or indirectly to
OOH domAIn will include smart mobility under which
autonomous fleets for ride sharing, semi-autonomous
features such as driver assist, and predictive engine
monitoring and mAIntenance are expected to come
into their own in the near future. Another area that AI
can impact is traffic management. The retAIl sector
too will see a generous adoption of AI solutions, with
applications such as improving user experience by

providing personalised suggestions, preference-

based browsing and image-based product search.

Further to this other use cases will evolve to the

effect, like customer demand anticipation, improved

inventory management, and efficient delivery

management.

Tech will be a de-facto enabler of processes with the

need to deliver speed and accuracy. From fragmented

and unaccountable platform of media planning and

execution, technology and automation will transform

it to the state in which end-to-end processes will be

made completely transparent and unwavering.l

“In an Ai powered environment, DOOH will move to the

epicentre of growth and the share of traditional OOH

in the overall spends will eventually fall”