Nitesh Tatassery
The digital out-of-home (DOOH) advertising sector is witnessing a revolutionary transformation as artificial intelligence (AI) enters an era where it redefines the industry. Nitesh Thattasery, CEO of Waulite Technologies, reveals how AI is poised to revolutionize DOOH campaigns, making them more efficient, personalized and effective than ever before.
Autonomous DOOH system
Nitesh envisions a future where AI independently manages advertising campaigns from inception to execution. “You no longer have to manually process data or rely on guesswork,” he says. AI systems analyze massive datasets in real-time, observe audience behavior, and dynamically adjust creative elements. This approach not only eliminates the need for human oversight, but also ensures that campaigns continually evolve.
“Every campaign is an opportunity for the AI to learn and become smarter,” Nitesh explains. By understanding what resonates with specific audiences, AI systems refine strategies to deliver attractive, relevant, and effective ads.
Imagine AI selecting and displaying ads optimized for specific locations, times, and demographics. These systems don’t just react to trends, they anticipate them and create seamless advertising experiences that adapt as they unfold.
AI-driven content creation
The role of AI in DOOH is not limited to optimization. Its ability to generate content represents the next big leap forward. “Imagine AI designing an entire campaign tailored to a specific audience, from static visuals to interactive mixed reality ads,” says Nitesh.
This feature enables real-time content generation tailored to audience preferences and behaviors. result? Campaigns that speak directly to individuals and deliver personalized, highly engaging content at unprecedented scale.
intelligent crowd advertising
One of the most futuristic applications of AI in DOOH is crowd advertising. Here, AI-powered digital signage networks communicate with each other to create a synchronized display system. Edge computing allows billboards and screens to share data and dynamically adjust content.
“For example, if a consumer views an ad on one screen, subsequent billboards can continue the interaction and adjust the message as the consumer moves through different environments,” Nitesh said. Let me explain. This tailored approach ensures a consistent and personalized experience for your viewers.
Real-time sentiment and behavior analysis
AI’s ability to analyze audience reactions in real time is a game changer. Advanced algorithms can track facial expressions and body language to gauge your audience’s emotions.
“If someone smiles or shows interest, the ad may continue in the same vein. If they seem disinterested, it may switch to something more appealing,” says Nitesh. Masu. This adaptability keeps ads relevant and engaging, maximizing their effectiveness.
Hyper-personalization and predictive content
AI-powered hyper-personalization allows DOOH campaigns to deliver content tailored to individual audiences. By analyzing real-time and historical data, AI systems can predict consumer behavior and display ads that anticipate their needs.
Nitesh shares recent success stories about Wauly and prominent Indian apparel brands. “We installed AI-powered screens in our stores to analyze aisle crowding, measure age and gender, and adjust content accordingly. This resulted in an 8% increase in convertible foot traffic. ” he reveals.
Another example is India’s largest oil marketing company. The gas station’s AI-powered digital signage identified loyalty members and provided personalized greetings and customized promotions. “It worked like a digital concierge, creating a seamless, automated, yet personal experience,” Nitesh adds.
Driving adoption through trust and collaboration
The potential for AI in DOOH is immense, but adoption remains a challenge. Data transparency is a major hurdle, with many media asset owners reluctant to share information. Nitesh emphasizes the need for brands and DOOH institutions to work together to build trust and create a framework to address privacy concerns.
“AI can provide real-time data on campaign performance, but it needs to be shared transparently and securely,” he said. Compelling use cases and pilot projects like the one Wauly worked on play a key role in demonstrating the value of AI and driving broader adoption.
India’s Decade of Innovation
Nitesh strongly believes that India is at the forefront of AI innovation in DOOH. “What we’re doing here is being closely monitored. Our tested system will allow other systems to deploy efficiently,” he says.
Looking ahead to 2030, Nitesh envisions AI-driven systems becoming the backbone of the DOOH industry. These systems autonomously manage campaigns, create customized content in real-time, and ensure data transparency through blockchain verification.
“For marketers, this opens up endless possibilities. Imagine a world where AI handles campaign management, constantly learning and improving, and creating accurate and trustworthy content. It’s the future we’re building, and it’s closer than you think,” he concluded.
As AI continues to evolve, the DOOH space is entering a new era defined by creativity, efficiency, and unparalleled personalization.
