Posterscope deploys AI to help brands optimise their OOH hourly

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.

Posterscope deploys AI to help brands optimise their OOH hourly

"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.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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