• The Drum, Friday, March 17, 2017 8:05 AM

Posterscope launched what it's calling a Dynamic Scheduling service which offers clients access to programmatic ad-serving across all digital out-of-home campaigns. The offering is programmatic in the sense that different creative messages from the same campaign are served based on time, place, and audience, The Drum reports. "Digital billboard ads can be optimized hourly by location to target a specific audience within an area through artificial intelligence. A 'genetic algorithm’ can compare millions of locations and their hourly audiences in order to identify the optimum content schedule." Posterscope "developed the technology in response to its own research that showed serving relevant content by audience increases the overall effectiveness by 15%. The company reports it is the first out-of-home specialist agency to offer a programmatic product with proven campaign effectiveness to all clients. However other businesses have taken a shot at merging outdoor with digital advertising, such as Clear Channel, which is taking cues from the programmatic media buying process, and startup OfferMoments, which claims to serve up personalized ads in retail environments through facial recognition and use-specific mobile data," The Drum reports.

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