Outdoor Advertising 2.0: Leveraging the Power of AI in India
Artificial intelligence (AI) is changing the world in countless ways, and outdoor advertising is no exception. AI is revolutionizing the way marketers target their audience, personalize their messages, and measure their success. In India, the use of AI in outdoor advertising is still in its nascent stage, but it is rapidly gaining traction. In this blog, we will explore the use of AI in outdoor advertising in India, the benefits it offers, and the challenges it poses.
1. Personalization: AI-powered systems can help outdoor advertisers create personalized messages based on consumer data such as location, demographics, and behavior. This approach can significantly improve the effectiveness of outdoor advertising campaigns.
2. Real-Time Optimization: AI algorithms can optimize ad delivery based on factors such as weather, traffic, and time of day. This approach can help advertisers reach their target audience at the right time and in the right place.
3. ROI Optimization: AI can help marketers optimize their ad spend by predicting the ROI of different campaigns. This approach can help advertisers identify the most effective channels and ad formats.
4. Data-Driven Insights: AI can provide advertisers with data-driven insights that can help them make informed decisions about their campaigns. This approach can help advertisers stay ahead of their competition and improve their overall performance.
Comparison Table : Traditional Advertising V/S AI-Powered Advertising
Below is the comparison table that highlights the benefits of using AI in outdoor advertising.
Personalized messages based on consumer data
Limited targeting capabilities
Precision targeting based on demographics, location, and behavior
Low relevance to consumers
High relevance to consumers
Static ad delivery
Real-time ad optimization based on weather, traffic, and time of day
Maximum reach and impact
Low response rate
High response rate
Manual campaign analysis
Predictive analytics for campaign optimization
No optimization capabilities
Optimized ad spend for maximum ROI
Limited performance metrics
Comprehensive performance metrics and insights
Limited data insights
Rich data insights for informed decision-making
Limited data capture
Extensive data capture capabilities
No predictive capabilities
Predictive capabilities for future performance
According to a report by MarketsandMarkets, the global AI in outdoor advertising market is expected to reach $3.5 billion by 2027, growing at a CAGR of 30.9% from 2020 to 2027. The report highlights the following factors driving this growth:
1. Rising demand for personalized advertising messages
2. Increasing use of digital out-of-home (DOOH) advertising
3. Advancements in AI and machine learning technologies
In India, the DOOH market is expected to grow at a CAGR of 12.1% from 2021 to 2026, according to a report by ResearchAndMarkets. The report attributes this growth to the following factors:
1. Increasing adoption of digital signage in retail and transportation sectors
2. Growing use of programmatic advertising in DOOH
3. Rising investments in smart city projects
"AI is transforming the way we approach outdoor advertising. By leveraging data-driven insights, we can create more effective campaigns that deliver a high ROI. AI has the power to create a truly personalized advertising experience.” Shubham Jain, Marketing Head - Shubindia Ad Works.