Posterscope uses AI to optimise OOH ads

Out-of-home (OOH) marketing specialist Posterscope is harnessing artificial intelligence (AI) to enable advertisers to optimise their offering on an hourly basis.

The company has introduced Dynamic Scheduling, which relies on a genetic algorithm to compare the locations of digital OOH signage and their hourly audiences.

This helps brands decide when to display their content to achieve the highest potential return on investment, Campaign reports.

Chief executive of Posterscope Stephen Whyte explained the AI gives all advertisers access to the benefits of programmatic ad servicing, regardless of the size of their campaign.

Santander is one of the first brands to make use of the offering. The bank's campaign is designed around planning for the future, and lead media strategist Daniel Creed explained that as prosperity is a relative term, Dynamic Scheduling "allows us to communicate our different product offerings based on what is most important to those viewing the campaign".