Broadsign has announced an industry-first preview of its upcoming AI-powered creative categorization and approval assistant, set to launch this spring as part of its out-of-home (OOH) advertising platform. This innovative feature is designed to transform the way media owners handle ad approvals by significantly reducing the time spent on manual review processes.
A trailblazing development in the OOH space, the Broadsign AI Assistant leverages advanced, patent-pending technology to automate the review, categorization, and approval of creative assets submitted through programmatic bids from demand-side platforms (DSPs). The tool is expected to deliver substantial time and cost savings for media owners, who currently face the daunting task of manually reviewing tens of thousands of unique OOH creatives each month. With a projected 100% year-over-year growth in creative submissions, the need for automation has never been greater.
How It Works
When ad creatives are submitted to the Broadsign Supply-Side Platform (SSP), the Broadsign AI Assistant generates category and approval suggestions, which are sent via email to media owners. These recommendations are informed by detailed creative analysis and insights drawn from the media owner’s direct-sales inventory taxonomy, enabling cross-channel competitive separation.
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The AI technology evaluates a variety of creative elements, such as:
- Aspect ratio and resolution to ensure format compatibility
- Detection of profane language and sensitive content for brand safety
- Visual objects that help categorize the ad, such as identifying a car for placement in the automotive category
Based on this analysis, the assistant proposes categorization and approval suggestions. Media owners retain complete control, with options to approve, reject, or forward creatives for additional review by their teams.
Enhancing Efficiency and Brand Safety
By automating creative categorization, the Broadsign AI Assistant minimizes common errors and accelerates the detection of sensitive content. For example, it can flag creatives featuring alcohol near school locations or political advertisements displayed near polling stations, helping media owners maintain compliance with local regulations and brand safety guidelines.
The technology is built on a robust foundation, having been trained and fine-tuned using two years of aggregated categorization data from DSP bids received by Broadsign customers. Over time, the assistant will continue learning and refining its recommendations based on the unique practices of each media owner.
Expert Insights
“Automating OOH workflows is pivotal to the medium’s continued growth, and OOH categorization and approval is a great starting point. The manual process ties up hours of cycles evaluating creative that may not even win the bid,” said Francois Hechme, VP of Products at Broadsign. “The Broadsign AI Assistant can process and categorize vast volumes of creative simultaneously to help teams keep up with programmatic demand, so they can spend more time building and nurturing media buyer relationships and improving reporting. We’ve designed it so that media owners retain control over when and how they use it, so it complements, rather than detracts from their work.”
Broadsign’s forward-thinking approach underscores its commitment to innovation and operational efficiency in the OOH advertising industry, paving the way for media owners to better navigate the challenges of programmatic advertising while fostering stronger relationships with media buyers.