Broadsign announced that its sell-side AI agent and digital marketing agency Draft Digital’s buy-side agent, planned, booked and executed the first-ever fully agentic AI OOH ad campaign. The agentic AI solutions enabled the end-to-end media buy for Lot of Happiness on premium OOH inventory in collaboration with media owner Global Netherlands.

The company said that 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 solutions utilized the AdCP protocol and Broadsign’s OOH sell-side technology and data infrastructure. The agents coordinated tasks across parties with human oversight and guardrails.

“Agentic AI allows us to double down on our value proposition of leveraging technology to support media owners in achieving their business goals,” said 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.”

Lots of Happiness is a growing charity lottery with around 100,000 participants. It does not have the media budgets of large lottery players, resulting in the organization’s reliance on creativity and innovation to support its growth.

“As a growing organization, 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, online marketer, Lot of Happiness.

“In today’s competitive media landscape, digital out-of-home must be as easy to discover, plan, buy, and measure as any other channel, and this collaboration proves it’s possible,” said Mink Zwolsman, business development director, Global Netherlands. ”What excites us most is that no single party could have done this alone. By combining Broadsign’s infrastructure with buy-side intelligence, Draft Digital’s ambition and our diverse digital out-of-home offering, we’ve shown that outdoor can be planned, bought, and activated with the same speed and data-driven precision as any digital channel. For Global Netherlands, this is a meaningful step toward making our inventory more accessible to buyers who want seamless, omnichannel campaigns and we’ve only just begun to uncover the advantages.”