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Ben Milne from Posterscope Japan discusses OOH advertising applications for AI at Ad Week Asia

Ichiro Jinnai, Director of Out of Home Media Services Division at Dentsu Inc., hosted a panel on Artificial Intelligence in the real world at Advertising Week Asia, with a focus on the ways AI can be monetized. Japan has 10% of its population in the cities, and this is estimated to grow to 50% by 2020. Current metrics and usage of IoT predicts that AI will help make the cities more efficient, able to handle the population growth, and even AI will be able to predict future trends.
Microsoft worked on a project with London Underground subway based on using AI to predict malfunctions. For example, after accumulating data on an escalators mechanical information, such as oil, hours of usage, age of parts, etc., and comparing against social data of users in the stations area of that escalator, it could be predicted when the equipment would fail. Microsofts studies also found that the AI predictions were more accurate than relying on equipment engineers predictions. Microsoft has not only done these studies on escalators in the London Underground, but also on elevators and vehicles in the United States. There is a huge amount of things connected to the IoT and collecting a ton of data, and by using that data, AI is predicting the future.
Hiroshi Ohta, President & Co-Founder of Cloudian presented a more specific and in-use AI campaign.
The Deepad Project test case took place in Roppongi area. The large billboard up on the building used an attached camera to take photos of the cars in traffic. The AI would identify the manufacturer, model and year of each car approaching, and the billboard would change the displayed advertisement to match the profile of the car model owner.
The AI would show a golfing ad on the billboard for a luxury car, but for a family-model car the ad would change to something more appropriate. The image above shows the AI process: “Deep Learning is AI requiring training.” For example, the AI platform has 337 models with over 5000 per model, and the AI is brought close to the location where the camera will go, like a parking lot, and the AI will train on the cars in the parking lot. For Cloudian, OOH advertisement application of AI is already in use, and collecting traffic as marketing data is soon to start.
Responsive Facial Recognition uses deep learning algorithms to anonymously detect gender, facial expression, age, and composition of passing audience to serve responsive content on an advertising screen, Ben Milne, Managing Director, Posterscope Japan, explains. Posterscope uses this platform to make OOH digital AI Poster advertisements that can read the audience and adjust the display in real time. Posterscope then gave the AI algorithms to adjust the DNA of the poster and experiment with images and text. As the AI learned and gathered data in regard to what was most effective in the passing, public audience, Posterscope found not only the expected peaks and valleys in audience response, but that the AI found some images to be effective that perhaps normally an agency wouldnt think to use. For example, an image of a dolphin was effective in a coffee campaign, but its unlikely that a person at an agency would think to use a dolphin in a coffee advertising campaign. Ben poses the question, what will it take, or how will it come to be, that a person could trust an AI to make correct creative decisions?
It is expected there will be a paradigm shift in the marketing and advertising industry in the usage of big data and how it feeds AI, but also the monetization of using this technology for targeted advertising will change OOH advertising.
Via: 4Traders
 
 

Posterscope deploys AI to help brands optimise their OOH

Posterscope has added an AI-powered feature to its programmatic platform that will allow advertisers to optimise out-of-home advertising on an hourly basis.

“Dynamic Scheduling”, powered by Liveposter, uses a “genetic algorithm” which makes it possible for the programmatic platform to efficiently compare millions of locations, and their hourly audiences, to identify how to best schedule content.
“The most interesting and important aspect of programmatic OOH is the transformation that programmatic ad-serving of creative has enabled,” Stephen Whyte, chief executive of Posterscope, said.
The AI algorithm makes the benefits of programmatic ad-servicing accessible to all advertisers, regardless of campaign scale, he added.
The new platform launched this week with campaigns by Santander, in partnership with Carat and Engine, and Charlotte Tilbury, in partnership with Cream.

The Santander campaign is built around the premise that consumers should “Feel good about planing for the future”, Daniel Creed, lead media strategist at Santander, said. “But we recognise that prosperity means something different to everyone depending on their personal situation.

“Dynamic Scheduling allows us to communicate our different product offerings based on what is most important to those viewing the campaign,” he added.

Via: Campaign Live
 

10 Resolutions for Outdoor Advertisers: Nick Halas talks to MediaTel

From making better use of data to learning more about audiences through AI, Posterscope’s Nick Halas says there are 10 things the OOH sector should focus on this year.
Outdoor advertising is evolving faster than ever before. Never has new technology been driving such massive change, not only in how we display ads, but also in how we plan campaigns.
Out-of-home (OOH) is still able to reach audiences at scale as the proliferation of digital infrastructure, planned using big data, now gives advertisers the added opportunity for personalisation and relevance.
People nowadays expect services, in particular communications, to be more tailored to what they are, what they’re doing and what they’re thinking. Unsurprisingly, doing this with OOH tends to drive better outcomes and we are starting to build up a robust body of evidence that validates this.
We’ve found this to be equally true for classic OOH as well as digital. To take full advantage of everything that OOH can offer though, advertisers will need to be sure to stick to a number of commitments, or resolutions if you will:

  1. Make better use of data

Consumers increasingly expect services or messages to be tailored to their personal tastes and preferences. Real-time triggers such as weather and traffic data enable OOH ads to react to the world around them, while mobile data helps advertisers understand the sites and apps people use in particular locations.
Advertisers can now even use social media data to plan campaigns around where relevant conversations are taking place, as demonstrated in a recent campaign we worked on for the hit video game Fallout 4. Advertisers in 2016 need to be using data to increase personalisation and deliver the right message, at the right time, in the right location.

  1. Start treating OOH as the new shop window

The speed and nature of service and brand communication are changing. Starbucks coffee can be pre-ordered before you arrive, so that it’s ready to go, and everything from an Amazon Prime package to a pack of Oreos can be delivered to customers’ desks within an hour.
As customers continue to make orders before being near stores, advertisers need to be treating OOH as they would a shop window, enabling it to act as a real-time trigger for customer appetites.

  1. Get to know programmatic at scale

Programmatic is expected to hit 60 per cent of UK digital billings this year. As the ‘automation of media bookings’ capabilities of programmatic increasingly become the norm in OOH, advertisers need to ensure that as well as faster, more accurate and accountable delivery, solutions also deliver scale.
Platforms need to plug in to digital ‘screen-buying’, which will enable DOOH to have a wider purchase point and syndication into other digital-led screen planning and buying.

  1. Consider digital inventory as a content platform

Brands are increasingly using content-focused social apps like Periscope and Snapchat to communicate with consumers. Adidas is streaming footballers’ practices live, while Red Bull is live-streaming Miami music week events.
Digital inventory and full motion DOOH is in a prime position to become a content platform in and of itself, both for brands to broadcast from and for users to contribute to. We’ve already started to see examples of user-generated content being used, such as Apple’s ‘Shot on iPhone 6’ and Three’s #HolidaySpam campaigns.

  1. Get around ad blockers

As consumers continue to reject advertising across multiple mediums, the increasing threat of ad blockers is causing concern throughout the digital industry. OOH, though, is a medium that can’t be turned off, so advertisers should be considering putting much more emphasis on the medium.
Increasing digital OOH inventory means OOH agencies now need to align closer than ever with digital agencies to provide the strongest possible integration.

  1. Encourage consumers to pay by OOH

2015 saw a huge rise in contactless and mobile payments and advertisers can harness the continued increase in mobile and contactless payments by encouraging a new, larger scale of innovation across the OOH landscape.
Doing so could transform from primarily being a ‘brand awareness’ driver to instead drive real-time purchases. We’ve already seen innovative examples like Clear Channel’s use of contactless totems earlier this year, where consumers were encouraged to tap their card to donate money to Cancer Research UK.

  1. Better measure experiential projects

As the growth in ad blockers shows, consumers are ignoring disruptive advertising that doesn’t provide something valuable to them. As a result experiential campaigns are set to become even more prevalent.
However, the crucial resolution for 2016 is about measurement. Advertisers need to make use of new analytics platforms to better understand the impact of experiential activities by tracking consumer engagement through CRM and their navigation through an event space.

  1. Learn more about OOH audiences with artificial intelligence (AI)

Earlier this year, Posterscope worked with M&C Saatchi and Clear Channel to launch the world’s first AI ad campaign, which rewrote its creative in real-time according to how people reacted to it.
AI provides a new canvas for advertisers to use to learn about consumers and behaviours in a different way. This New Year, advertisers should look to how AI can create stronger location targeting, and how it can increase the relevance of messaging and imagery based on audiences’ real-time emotional engagement.

  1. Make better use of beacons

2016 is set to see OOH become a key driver of beacon usage. Increasingly, beacons will be housed within billboards, and outdoor advertisers should be striving to make better use of beacons to realise hyperlocal campaigns like one we conducted for Pimms last summer.
Using a beacon network and digital out-of-home screens, the number of smartphones at nearby pubs were counted, and used to create a live feed of this data to show consumers where they could still grab an empty seat to enjoy a glass of Pimms.

  1. Consider societal benefits as well as commercial

People are no longer just buying a product, they are buying into the brand and its corporate values as well.
Increasingly agencies will help advertisers make their budgets work harder to create truly innovative media firsts that not only serve advertisers’ interests, but contribute positively to the society they exist within to impact everything from the provision of public infrastructure to live experiences.
That’s just for starters though. Sticking to resolutions is a hard, but crucial task. However, to stay ahead of the game the OOH industry needs to not only meet the above resolutions, but to constantly make new resolutions throughout the year. If they do, they might stand a chance of 2016 being their best ever year.
Nick Halas is head of futures at Posterscope
To see the article in MediaTel click here
 

M&C Saatchi, Posterscope and Clear Channel unveil the first Artificial Intelligence poster Campaign

London. 23 July 2015.  M&C Saatchi has created the first ever artificially intelligent poster campaign in the world, which evolves unique ads based on how people react to it. The pioneering project has been undertaken in partnership with Posterscope and Clear Channel UK.
The technology works by using a genetic algorithm that tests different executions based on the strength of their various features or ‘genes’, such as copy, layout, font and image. By installing a camera on the posters, M&C Saatchi is able to measure engagement of passers-by based on whether they look happy, sad or neutral.
Genes (or ads) which fail to trigger an engagement will be ‘killed off’, whereas those which prompt an engaged reaction will be reproduced in future executions, leading to a Darwinian approach to advertising whereby only the strongest creative executions survive. Not only that, but a small amount of these genes will mutate at random, meaning that the next generation has a chance to naturally improve over time.
David Cox, Chief Innovation Officer at M&C Saatchi, said: “This innovation is breaking new ground in the industry because it’s the first time a poster has been let loose to entirely write itself, based on what works, rather than just what a person thinks may work. We are not suggesting a diminished role for creative but we know technology will be playing a greater part in what we do.”
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Glen Wilson, Managing Director of Posterscope, said: “This pioneering campaign demonstrates what the evolving capabilities and unique agility of the digital out-of-home medium can offer advertisers. DOOH campaigns can already tweak creative as they go, using real-time technologies that adapt based on factors like temperature, weather, travel info, location and time of day. However, this experiment goes one step further, evolving beyond a pure reliance on environmental factors to add emotional engagement as a measurable trigger, to ensure campaigns achieve maximum relevance. It’s a bold, pioneering move that could change the course of the digital out-of-home medium, and we’re very proud to have played our part in bringing this campaign to life.”
Neil Chapman, Head of Create at Clear Channel, said “This is a world-first in the use of artificial intelligence and digital out of home, and we’re proud to be launching this innovation with M&C Saatchi and Posterscope. We know that this is merely scratching the surface of the potential for artificial intelligence in the digital out of home arena and are very much looking forward to exploring the possibilities this kind of technology presents for advertisers in the near future.”
The artificially intelligent ads will run at bus shelters on Oxford Street and Clapham Common until 24th July and 10th – 21st August respectively