NIALL SALLAM OF ELEVISION ON AI, MISALIGNED EXPECTATIONS AND THE LACK OF MAGIC BULLETS

How is AI transforming the DOOH advertising landscape, and what key trends are driving this evolution?

AI is starting to shape DOOH, but its impact today is more evolutionary than revolutionary. We’re seeing AI primarily assist in campaign optimization, whether through smarter scheduling, automated content adjustments, or early iterations of dynamic creative personalization. The key trend driving AI in DOOH is data - specifically, the ability to analyze and act on real-time inputs. However, while AI-powered automation is improving operational efficiencies, we’re not yet at the point where AI is fundamentally redefining DOOH the way it has in digital advertising.

At Elevision, we’re both embracing AI and leading its adoption, but we’re realistic about its current limitations as it pertains to our industry. The industry is moving in the right direction, but we’re still in the early innings.

In what ways is predictive analytics enhancing the effectiveness of DOOH campaigns, and what advantages does it offer advertisers?

Predictive analytics in DOOH helps advertisers make more informed decisions about when, where, and how to run their campaigns. By analyzing historical performance data, environmental factors, and audience movement patterns, AI-driven predictive models can suggest the best times and locations to maximize engagement.

The advantage is efficiency, campaigns can be planned with a higher degree of confidence, reducing waste and improving ROI. That said, DOOH still lacks the same level of deterministic targeting that online platforms offer. Advertisers are benefiting from better insights, but at this stage predictive analytics is still a tool for optimization rather than a game-changer in the space.

At Elevision, we’re integrating predictive analytics to refine campaign planning, but we recognize that its effectiveness is tied to data quality and scale. As AI models improve, so will their impact.

How is AI improving audience targeting and engagement in DOOH advertising, and can you share any real-world examples of its impact?

AI is making audience targeting in DOOH more data-driven, but it’s not a magic bullet. Right now, its primary role is in refining audience segmentation - helping advertisers reach the right people at the right time based on behavioral patterns, traffic flows, and external factors like weather or events.

One of the more tangible applications is AI-driven content optimization. For example, dynamic creative can adjust messaging in real time based on audience demographics or contextual triggers. This is starting to show promise, but AI-driven personalization in DOOH is nowhere near as advanced as it is in digital.

At Elevision, we’re testing AI-powered content delivery models, but the reality is that the infrastructure and data inputs need to evolve before AI can truly revolutionize engagement. The potential is there, but the execution is still in its infancy.

What are the biggest challenges advertisers face when integrating AI into their DOOH strategies, and how can they navigate them?

The biggest challenge is data accessibility. AI thrives on data, and in DOOH, high-quality, real-time data isn’t always available at the scale needed for AI to make a significant impact. Unlike digital media, where user-level data is abundant, DOOH relies on aggregated insights, making AI’s targeting and optimization capabilities more limited.

Another challenge is misaligned expectations. AI in advertising is often overhyped, leading brands to expect plug-and-play solutions that don’t yet exist in DOOH. AI can improve campaign efficiencies and insights, but it’s not at a stage where it can completely automate or transform DOOH strategy.

To navigate these challenges, advertisers should focus on incremental AI adoption, starting with automation and analytics before diving into more complex AI-driven personalization. The key is to integrate AI where it genuinely adds value, rather than using it for the sake of it.

What AI-driven innovations do you see shaping the future of DOOH advertising, and how can brands prepare to stay ahead?

AI’s role in DOOH will grow significantly over the next five to ten years, particularly in real-time audience analytics, contextual targeting, and dynamic creative optimization. We’re likely to see smarter, data-driven inventory management, deeper integration with programmatic buying, and more advanced personalization capabilities.

Brands looking to stay ahead should focus on building a strong data foundation, whether through first-party data partnerships, better audience measurement strategies, or deeper integrations with programmatic platforms. AI in DOOH will only be as good as the data it’s trained on.

At Elevision, we’re actively testing AI applications that drive meaningful impact today while keeping an eye on what’s next. The long-term potential is undeniable, but in the short term, AI in DOOH is still finding its footing. Brands that adopt AI pragmatically, rather than blindly following the hype - will be in the best position to capitalize on future innovations.