Out-of-Home advertising in the age of data & AI
How can out-of-home advertising, location, data and programmatic buying make your campaigns more effective?
Introduction
Out-of-home advertising is one of the oldest media, yet it has never been more modern. Today, it is planned around audiences, activated according to the time of day, weather or location, and bought through the same platforms as digital advertising.
At the same time, OOH retains its core strengths: a medium in public spaces that people cannot skip or block, that builds brand awareness at scale and can also drive audiences to act.
This half-day Master Class gives you the knowledge to integrate traditional and digital out-of-home advertising into a modern media strategy. You will discover how data, location and artificial intelligence are transforming the medium, from planning to buying.
Key topics covered:
- The strengths of out-of-home advertising: reach, brand building, trust and its amplifying effect on other media. When and why to include it in your media mix.
- Location: points of interest, mobility data and contextual triggers to deliver the right message in the right place at the right time, in compliance with the GDPR.
- Content: communicating an effective message in just a few seconds, dynamically personalising creative (DCO), and understanding legal, sector-specific and generative AI constraints.
- OOH planning in the age of data and AI: moving from locations to audiences, understanding AI’s contribution today and the future potential of agentic AI.
- Programmatic DOOH buying: the ecosystem, buying models (non-guaranteed auctions and guaranteed buying), targeting, activation, reporting and pitfalls to avoid.
What will you learn?
- Understand the distinctive strengths of out-of-home advertising and identify when it is relevant to your brand and campaign objectives.
- Translate your business objectives into relevant geographic and contextual criteria.
- Assess, challenge and optimise an OOH plan based on audience data.
- Guide the development of effective content for public spaces, use dynamic creative optimisation (DCO) appropriately, and comply with legal and sector-specific requirements and rules governing the use of AI.
- Understand the programmatic DOOH chain from end to end and choose the right buying model for your campaign.
- Manage your media partners and agencies with greater confidence on these topics.
For whom?
This Master Class is designed for marketers, brand managers and media managers on the advertiser side. It is also suitable for agency planners and buyers who want to strengthen their understanding of OOH and DOOH and integrate them into a data-driven omnichannel strategy.
No technical knowledge is required. A basic understanding of media planning is an advantage.
Language
The training will be given in Dutch and in French, the slides of the presentation will be in English.
Participants may respond in the language of their choice.
Speakers
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Philippe Buyle
Philippe Buyle leads JCDecaux’s digital strategy in Belgium and Luxembourg. His focus? Identifying technological opportunities and harnessing them to benefit brands. He drives the evolution of business models, buying methods and creative formats. He began his career in advertising in 2009...
Register
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Prices
- UBA members: Free. Your participation is included in your company's annual membership fee.
- Non-members: € 430 (excl. VAT).
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