DOOH Advertising
How AI, APIs are reshaping out-of-home advertising
OOH has always been a medium built on visibility. Now, through APIs and AI, it becomes a medium built on intelligence as well.
November 19, 2025 by Chris Gadek — CEO, AdQuick
Modern advertisers are navigating one of the most significant media transformations in decades. The era of mass reach through television and digital platforms is fading. Linear TV is collapsing as audiences migrate to streaming. Online advertising is facing headwinds in efficacy as consumers block ads, pay for ad-free experiences, and demand privacy.
For the first time in a generation, the foundations of the digital ad model are being questioned.
In this changing environment, brands are rediscovering the power of out-of-home advertising. With nearly half (46%) of Gen Z saying they limit their screen time in some way, there's a clear trend to wanting to spend more time outside their homes and less time staring at screens.
Attention in the physical world has regained value. OOH is tangible, brand-safe, and trusted. More importantly, it has become measurable and data-driven in ways that were unthinkable only a few years ago.
A fundamental shift
Yet for all its promise, OOH has been limited by outdated processes. The traditional request-for-proposal system belongs to an earlier era of media buying. Lengthy approvals, manual exchanges, and inconsistent data flows prevent OOH from moving at the speed of modern marketing.
The solution is a fundamental shift toward automation and integration. By replacing RFPs with APIs, advertisers can directly access inventory, pricing, and performance data in real time.
Already, campaigns that once took weeks to launch can now go live in near real time. Workflows that require multiple teams are being handled through a single interface. Advertisers are gaining transparency, control, and flexibility while media owners can focus on strategy and client success rather than data entry.
This digital foundation is what prepares OOH for the next phase of transformation. Artificial intelligence is accelerating across every industry, but it cannot operate in isolation. AI requires clean, connected data to generate useful insights. In OOH, that means API integrations must come first. Once the pipes are in place, AI can analyze patterns, forecast performance, and suggest optimal placements faster than any manual process ever could.
Pace of change increasing
Imagine an OOH planning environment where AI can determine the precise units that will have impact for your brand and even go so far as to predict your return on investment. These capabilities are soon within reach for advertisers who have already modernized their OOH infrastructure.
The pace of change in marketing continues to increase, and the gap between early adopters and laggards will only widen. The future belongs to brands that combine the scale and impact of OOH with the speed and intelligence of digital systems. Those who continue to rely on outdated workflows will find themselves left behind in a marketplace that rewards agility and insight.
OOH has always been a medium built on visibility. Now, through APIs and AI, it becomes a medium built on intelligence as well. The opportunity for advertisers is clear: connect, automate, and prepare for a future where the world's oldest medium operates at digital speed.
About Chris Gadek
Chris Gadek is CEO of AdQuick, previously serving as VP of Growth and Chief Revenue Officer. He has been with the company since its early days and played a key role in expanding its brand, market presence, and impact in the out-of-home (OOH) advertising industry. With deep experience in marketing, product, and analytics, Chris is focused on driving innovation, incorporating AI into AdQuick’s offerings, and continuing the company’s mission to make OOH advertising accessible, efficient, and measurable.
