TechBurst Talks

Author: Charles Reed Anderson

In the dynamic realm of technology, buzzwords such as IoT, Smart Cities, and AI hold promise for transformative change, yet why do they often fall short of expectations? Introducing TechBurst Talks a beacon of pragmatism in an industry often swayed by complacent optimism. Join us as we engage with global industry leaders to delve into the latest buzzwords, discerning between hype and reality.
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Language: en

Genres: News, Tech News, Technology

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059: AI & Advertising: From MAD MEN to MACHINE LEARNING
Episode 7
Thursday, 20 March, 2025

🚀 AI is transforming advertising, and in this episode, we dive deep into how digital out-of-home (DOOH) advertising is changing the game. My guest, Dagny Lacka, founder of Flow City, explains how her company is using AI, foot traffic analytics, and real-time bidding to make billboard advertising as dynamic and targeted as online ads. No more two-week static campaigns—now brands can target the right people, at the right time, in the right place. 🎯 What You’ll Learn: ✅ How AI is revolutionising outdoor advertising ✅ The power of real-time ad buying & precision targeting ✅ How challenger brands are using AI to take on big advertisers ✅ The future of DOOH advertising—from 3D billboards to hyperlocal campaigns 🔥 Whether you’re in marketing, AI, or just curious about how technology is reshaping the industry, this episode is packed with insights you don’t want to miss. 🎧 Tune in now! SHOW NOTES: ⏳ [00:00] Introduction • Charles welcomes Dagny Lacka, founder of Flow City. • Today’s topic: How AI is transforming the digital out-of-home (DOOH) advertising industry. ⏳ [01:30] What is Digital Out-of-Home Advertising? • DOOH is modern outdoor advertising using digital billboards instead of static posters. • Ads can now be traded in real time, rather than booked in weeks-long slots. • More flexibility and precision targeting for advertisers. ⏳ [04:15] How Flow City is Changing the Game • Flow City connects AI, foot traffic data, and ad space to help brands buy smarter and target better. • Real-time audience insights: Ads are served when the right people are present. • Example: A tech brand targeting London professionals can buy space at peak commute hours in key locations. ⏳ [08:30] Dagny’s Journey: From Journalism to AI & Advertising • Started in TV advertising, later shifted into digital outdoor advertising. • Founded Flow City to make advertising more data-driven and accessible. • Early challenges: Moving from retail analytics to smart city-driven ad placements. ⏳ [12:00] AI & Footfall Analytics in Advertising • Predicting audience movement in cities using AI. • Why traditional retail analytics didn’t work, but DOOH was a perfect match. • Dynamic content: Tailoring ads in real-time based on location and audience type. ⏳ [16:30] The Pandemic Pivot: Turning Crisis into Growth • COVID-19 shut down outdoor advertising, leaving Flow City in crisis. • The tech team used the downtime to develop better automation. • Breakthrough moment: Secured direct access to premium ad networks, unlocking major growth. • New model: Clients only pay for ads when they are actually seen, reducing risk. ⏳ [21:00] AI’s Role in Pricing & Campaign Optimization • AI helps brands find the best locations at the best prices. • Avoiding high-cost ad slots by identifying when advertising competition is lower. • Strategic ad buying: Instead of running for two weeks, brands can spread ads over months for better impact. ⏳ [25:15] Challenger Brands vs. Big Advertisers • Big brands are slow to adopt change, while small brands use AI to disrupt the market. • Case study: A challenger brand outperformed an industry leader, which eventually went into administration. • Startups and new brands can now compete with industry giants using targeted, affordable ad placements. ⏳ [30:00] How Flow City Works for Clients • AI analyzes audience behavior and suggests optimal ad placements. • Example: Instead of random billboards across London, the system targets a specific group repeatedly for higher impact. • Smart pricing: Ads are placed where they cost less but still reach the right people. ⏳ [34:00] The Future of Digital Out-of-Home Advertising • 3D digital ads & transparent screens are the next big innovations. • Hyperlocal targeting: Global brands are now customizing ads per city and even per neighborhood. • AI is improving real-time engagement in advertising, making campaigns more interactive. ⏳ [37:30] Startup Challenges & The London VC Scene • London’s VC market is risk-averse, making it harder for startups to secure funding. • Many European startups end up raising money in the US or Asia. • Flow City grew by focusing on profitability instead of chasing VC funding. ⏳ [40:00] Final Thoughts & Closing • Flow City’s mission: Help challenger brands take market share from incumbents. • The future: Expanding to more markets, helping millions of businesses run smarter ad campaigns.