The agentic AI solutions aims to enable the end-to-end media buy for Lot of Happiness on premium OOH inventory in collaboration with media owner Global Netherlands, says the platform.

Agentic AI powered the buy from beginning to end, using the brand's campaign goals to inform audience and venue targeting, media selection, campaign setup, creative workflow and approvals and execution. The AI agentic solutions used the AdCP protocol and Broadsign's OOH sell-side technology and data infrastructure, adds the company.

Moving beyond chatbots layered over existing tools, the collaboration aimed to prove the power of agentic AI in enhancing the effectiveness and efficiency of OOH campaigns from start to finish. Together, the buy and sell-side agents rapidly coordinated complex tasks across parties, with human oversight and guardrails, says the company.

With a large global OOH media supply — including the largest aggregation of video-enabled displays, in-store media and on-screen cinema inventory — Broadsign says its goal with this campaign is to unlock the power of agentic trading for OOH. The company says it is committed to bringing greater scale, data and efficiency to buyers and opening up more demand for sellers.

"Agentic AI allows us to double down on our value proposition of leveraging technology to support media owners in achieving their business goals," explains Bryan Mongeau, CTO of Broadsign.

"Overlaying AI atop our global static and digital OOH supply, in concert with advanced data and execution capabilities, such as screen-level audience indexes, dynamic creative, guaranteed in-advance buying and more, sets the stage for a paradigm shift that will transform the OOH business. This innovative collaboration is only the beginning," adds Mongeau.

"A number of us at Draft Digital were early adopters of programmatic DOOH years ago, so being first to move on this next leap, fully agentic OOH, is genuinely exciting. Agentic advertising lets us build true multichannel experiences for our clients, backed by first-party performance data and a much cleaner ecosystem," says Aliks Röling, Digital Marketing Consultant at Draft Digital.

"It pushes us into tighter collaboration with quality publishers and partners and ultimately delivers sharper strategic impact for brands like Lot of Happiness," adds Röling.

As a growing charity lottery with around 100 000 participants and over €50-million donated to good causes, Lot of Happiness is always looking for smarter ways to expand its reach. Without the media budgets of larger lottery players, the organisation relies on creativity and innovation to fuel its growth, says the company.

"As a growing organisation, we have to be creative and find efficiencies that larger players simply take for granted. Agentic DOOH is one of those opportunities where we want to be at the forefront, and we're excited to see where it takes us," says Leo Nijs, Online Marketer at Lot of Happiness.

"In today's competitive media landscape, digital out-of-home must be as easy to discover, plan, buy and measure as any other channel, and this collaboration proves it's possible," says Mink Zwolsman, Business Development Director at Global Netherlands.

"What excites us most is that no single party could have done this alone. By combining Broadsign's infrastructure with buy-side intelligence, Draft Digital's ambition and our diverse digital out-of-home offering, we've shown that outdoor can be planned, bought and activated with the same speed and data-driven precision as any digital channel," adds Zwolsman.

"For Global Netherlands, this is a meaningful step toward making our inventory more accessible to buyers who want seamless, omnichannel campaigns and we've only just begun to uncover the advantages," concludes Zwolsman.

For more information, visit www.broadsign.com. 

*Image courtesy of contributor