DOOH Advertising

Broadsign AI agent executes agentic AI OOH campaign

Photo: Broadsign

July 22, 2026

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Broadsign, a platform for managing and monetizing out-of-home media, has announced that its sell-side AI agent and digital marketing agency Draft Digital's buy-side agent have executed the first-ever fully agentic AI OOH ad campaign.

The agentic AI solutions enabled the end-to-end media buy for Lot of Happiness, a charity organization, on premium OOH inventory in collaboration with media owner Global Netherlands, according to a press release.

Agentic AI powered the buy from beginning to end, using the brand's campaign goals to inform audience and venue targeting, media selection, campaign setup, creative workflow and approvals and execution.

The AI agentic solutions used the AdCP protocol and Broadsign's OOH sell-side technology and data infrastructure. The collaboration proved the power of agentic AI in enhancing the effectiveness and efficiency of OOH campaigns from start to finish.

Broadsign's goal with the campaign was to unlock the power of agentic trading for OOH.

"Agentic AI allows us to double down on our value proposition of leveraging technology to support media owners in achieving their business goals," Bryan Mongeau, Broadsign CTO, said in the release. "Overlaying AI atop our global static and digital OOH supply, in concert with advanced data and execution capabilities, such as screen-level audience indexes, dynamic creative, guaranteed in-advance buying, and more, sets the stage for a paradigm shift that will transform the OOH business. This innovative collaboration is only the beginning."

"A number of us at Draft Digital were early adopters of programmatic DOOH years ago, so being first to move on this next leap, fully agentic OOH, is genuinely exciting. Agentic advertising lets us build true multichannel experiences for our clients, backed by first-party performance data and a much cleaner ecosystem," Aliks Röling, digital marketing consultant, Draft Digital said in the release. "It pushes us into tighter collaboration with quality publishers and partners and ultimately delivers sharper strategic impact for brands like Lot of Happiness."

As a growing charity lottery with around 100,000 participants Lot of Happiness is always looking for smarter ways to expand its reach.

"As a growing organization, we have to be creative and find efficiencies that larger players simply take for granted. Agentic DOOH is one of those opportunities where we want to be at the forefront, and we're excited to see where it takes us," Leo Nijs, online marketer, Lot of Happiness, said in the release.