By Matthew Bushby, Managing Director of ANZ & SEA, Perion
Perion (formerly Hivestack) has been operating in Australia and New Zealand for more than six years, and from the very beginning, artificial intelligence (AI) has been central to how we plan and activate Digital Out-of-Home (DOOH) campaigns.
What started as machine learning and data science quietly working in the background has now become one of the biggest forces reshaping outdoor advertising.
AI is transforming DOOH from a one-way broadcast channel into a data-driven, accountable, and interactive medium. By bridging the precision of online with the scale of offline, AI is bringing new levels of measurability, efficiency, and creativity to the sector.
As we look at the evolution of this space, several key areas highlight how AI — and in particular, dynamic creative optimisation (DCO) — is redefining what’s possible in DOOH.
Audience Targeting & Personalisation
AI enables advertisers to reach the right audience at the right moment. Computer vision can estimate demographics such as age, gender, or mood to inform more relevant ads in real time, something already in practice with some APAC publishers.
Perion’s own models combines location data (via 3rd party providers), traffic flows, and contextual cues such as time of day, weather, or events to predict audience presence and optimise delivery.
Matt Bushby
Dynamic Creative Optimisation (DCO)
Dynamic Creative Optimisation harnesses AI by turning static creative into a living asset. Messages can adapt automatically to aggregated audience profiles or external triggers, from sports scores to traffic congestion.
Generative AI expands possibilities further, producing multiple creative variants, including 3D formats for rapid testing. The result is storytelling that evolves with the moment, maximising engagement.
Smarter Programmatic Buying
Programmatic DOOH buying is strengthened by AI ensuring ads appear only when and where audiences matter. Within the Perion exchange, real-time bidding uses predictive analytics to forecast foot traffic and audience concentration. Machine learning then distributes budgets intelligently across screens, improving efficiency and ROI.
Contextual Relevance
Ensuring a campaign remains relevant is crucial in today’s marketplace, and with AI, campaigns can be delivered at the right time, in the right place, and to the right audience. Weather-triggered ads on cold mornings or live sports updates are great examples of how contextual relevance drives impact.
A recent nib campaign in New Zealand showcased this in action, with creative adapting in real time to Blues rugby matches — from pre-game messages, to live score updates, to post-match reactions. By syncing with the game environment, the campaign turned DOOH screens into timely and engaging fan touchpoints.
Measurement & Accountability
Marketers demand proof of impact, and AI delivers stronger attribution. Computer vision combined with mobile data can estimate impressions, while AI models connect DOOH exposure with outcomes such as website visits, app installs, or store sales. Incrementality testing isolates DOOH’s unique contribution within the media mix, giving advertisers the accountability they need.
Operational Efficiency
AI improves not only performance but also operations: automated scheduling to reduce waste, computer vision to detect malfunctions, and energy management to optimise brightness and cut costs. These efficiencies make DOOH more sustainable as well as more effective.
Looking Ahead
At Perion, AI is embedded in everything we do — from planning to activation to measurement. Our focus remains on empowering buyers and brands with smarter creative, faster planning, and clearer performance insights — ensuring DOOH delivers accountability, adaptability, and impact at scale. We are also enhancing transparency through better reporting and analytics.
DOOH has always delivered reach and impact. With AI and DCO, it now delivers precision, accountability, and adaptability. The billboard is no longer static — it is becoming a responsive, measurable, and interactive channel. And this is just the beginning.