Broadsign Launches AI-Powered DOOH Campaign in Netherlands

Broadsign, in partnership with Global Netherlands and Draft Digital, has introduced the world’s first fully agentic AI-powered out-of-home (OOH) advertising campaign, marking a major milestone in the evolution of digital outdoor advertising. The groundbreaking campaign was created for charity lottery brand Lot of Happiness and demonstrates how artificial intelligence can manage the entire OOH media buying process from planning to execution. The campaign leveraged Broadsign’s sell-side AI agent alongside Draft Digital’s buy-side AI solution to automate audience targeting, media planning, venue selection, campaign setup, creative approvals and live execution.

Unlike traditional automation tools or chatbot integrations, the campaign used advanced agentic AI technology powered by the AdCP protocol and Broadsign’s OOH infrastructure to independently coordinate tasks across multiple stakeholders while operating under human supervision and approval systems.

By combining premium digital inventory from Global Netherlands with AI-driven decision-making, the campaign showcased how OOH advertising can become faster, smarter and more data-driven. The collaboration also highlighted the growing role of AI in simplifying complex media buying workflows and improving campaign performance across digital outdoor channels.

Broadsign stated that the initiative is part of its larger vision to unlock scalable AI-powered trading for the OOH industry. With access to one of the world’s largest OOH media inventories, including digital screens, cinema networks and retail media placements, the company believes agentic AI could reshape how brands discover, buy and optimize outdoor advertising.

Bryan Mongeau, CTO at Broadsign, said the campaign demonstrates how AI layered with advanced audience data, dynamic creative capabilities and automated execution can transform the future of OOH advertising. He described the project as the beginning of a larger industry shift toward intelligent and highly efficient media trading.

Draft Digital also emphasized the strategic benefits of agentic advertising, noting that AI-powered workflows create stronger omnichannel campaigns backed by performance-driven insights and cleaner operational systems. The agency sees the technology as a major advancement for brands seeking smarter and more measurable advertising solutions.

For Lot of Happiness, the AI-powered campaign offered an opportunity to maximize impact despite operating with smaller marketing budgets compared to larger lottery brands. The organization believes innovative technologies like agentic DOOH can help growing brands achieve greater reach and efficiency while staying competitive in the evolving advertising landscape.

Global Netherlands added that the collaboration proves digital out-of-home advertising can now be planned, purchased and measured with the same speed and precision as other digital media channels. The company views the initiative as an important step toward making OOH inventory more accessible, scalable and seamlessly integrated into omnichannel advertising strategies.