Beyond Billboards: How AI Is Impacting Digital Out-of-Home Advertising

Out-of-home (OOH) advertising has really evolved. Once all about scale – billboards on highways, print on busy streets, and digital screens in malls – the medium is now shifting from static placements to smart, adaptive platforms fueled by artificial intelligence. In the same way programmatic transformed online media buying, AI is now driving a new era in digital out-of-home (DOOH), where context, data, and automation redefine what’s possible. It’s a shift that’s making outdoor advertising more targeted, cost-efficient, and performance-driven than ever before.

In South Africa, this transformation is well underway. Since 2019, major media owners such as JCDecaux SA and Primedia have begun integrating AI-driven buying platforms into their DOOH networks. The result is less waste on media spend, smarter targeting, and a measurable link between on-screen ads and real-world customer actions.

Programmatic DOOH Buying

AI-powered bidding engines, often working through demand-side platforms (DSPs) like Google DV360, Vistar Media, or Hivestack, now decide when and where an ad should appear. With AI in the mix, this goes further: campaigns can adjust based on audience density, weather, traffic patterns, or even trending topics. Instead of buying “a billboard for a week,” brands can buy the right screen, at the right moment, for the right audience.

What Does This Mean? 

Essentially, AI takes the guesswork out of DOOH. Historically, DOOH struggled to measure audience impact. Now, instead of buying exposure in the hope that the right people will notice, brands can use predictive data to ensure their spend aligns with real audience movement and behaviour. The result is media that works harder (i.e., fewer wasted impressions, more relevant touchpoints, and campaigns that can work in real time).

For marketers under pressure to justify every cent, this shift is significant. DOOH can now compete on the same playing field as digital channels when it comes to accountability, targeting, and agility. But unlike online ads, DOOH offers the added advantage of scale and physical presence, allowing brands to dominate the spaces where people live, travel, and connect. Ultimately, the fusion of AI and DOOH gives brands both efficiency and impact in a single channel.

AI-Powered DOOH in Action

The paid media team at Flume recently partnered with JCDecaux, one of the largest digital out-of-home (DOOH) billboard suppliers in South Africa.  This collaboration opened up an exciting opportunity for us to deliver a powerful lifestyle sneaker campaign. Our strategy was to leverage high-traffic environments within the Gautrain system, geo-targeting screens in areas where commuters are most likely to engage with bold, creative visuals. 

The results spoke for themselves: not only did the campaign boost online engagement and sales, but it also contributed to a noticeable uplift in footfall purchases. The DOOH placements also delivered a strong top-of-mind presence for the brand, reinforcing awareness and driving momentum across performance channels.

This campaign is a clear reminder of the power of DOOH when combined with strategic planning, audience targeting, and the right creative.

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Flume is an independent, full-service digital marketing agency providing services that include SEO, web design and development, public relations, media buying, client service, UX/UI and creative production. For more information visit www.flume.co.za or email us at [email protected] to say, well, “hello”.