Broadsign, Draft Digital and Global have planned, booked and delivered the first-ever fully agentic AI OOH ad campaign for Lots of Happiness in the Netherlands.
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.
Moving beyond chatbots layered over existing tools, the collaboration proved the power of agentic AI in enhancing the effectiveness and efficiency of OOH campaigns from start to finish. Together, the buy and sell-side agents rapidly coordinated complex tasks across parties, with human oversight and guardrails.
With the largest global OOH media supply – including the largest aggregation of video-enabled displays, in-store media, and on-screen cinema inventory – Broadsign’s goal with this campaign is to unlock the power of agentic trading for OOH. The company is committed to bringing greater scale, data, and efficiency to buyers and opening up more demand for sellers.
“Agentic AI allows us to double down on our value proposition of leveraging technology to support media owners in achieving their business goals,” explained Bryan Mongeau, CTO, Broadsign.
“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.”
Draft Digital marketing consultant Aliks Röling said that agentic advertising lets marketers build true multichannel experiences using first-party performance data and a much cleaner ecosystem.
“It pushes us into tighter collaboration with quality publishers and partners and ultimately delivers sharper strategic impact for brands like Lot of Happiness,” he said.
As a growing charity lottery with around 100,000 participants and over €50 million donated to good causes, Lot of Happiness is always looking for smarter ways to expand its reach. Without the media budgets of larger lottery players, the organisation relies on creativity and innovation to fuel its growth.
“As a growing organisation, 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.” said Leo Nijs, an online marketer at Lot of Happiness.
