Retail

Broadsign intros AI assistant tool for OOH ad platform

Image provided by Broadsign

February 17, 2025

Broadsign has unveiled a preview of an AI-powered creative categorization and approval feature that will soon be part of its OOH advertising platform this spring.

The feature will provide more automated, programmatic OOH creative approval workflows and enable media owners to access untapped revenue, according to a press release.

The AI assistant is a patent-pending tool designed to substantially reduce the time media owners spend on repetitive tasks such as reviewing, categorizing, and approving incoming ad creative from programmatic bids sent via demand-side platforms.

The technology scans the creative for inventory qualities like aspect ratio, resolution, profane language, and more, as well as objects that can provide insight into which category from the media owner's taxonomy the creative best fits, like a car for an automotive category.

By automating the categorization process, the AI assistant can minimize common misclassification errors and quickly identify sensitive content that could hamper brand safety efforts, such as creative featuring alcohol for a screen near a school, or an ad that violates local laws, like a political ad for a display located next to a polling location.

"Automating OOH workflows is pivotal to the medium's continued growth, and OOH categorization and approval is a great starting point. Today, the manual process ties up hours of cycles evaluating creative that may not even win the bid," Broadsign VP of Products Francois Hechme said in the release. "The Broadsign AI assistant can process and categorize vast volumes of creative simultaneously to help teams keep up with programmatic demand, so they can spend more time building and nurturing media buyer relationships and improving reporting. We've designed it so that media owners retain control over when and how they use it, so it complements, rather than detracts from their work."