Montreal-based platform Broadsign has announced its first fully agentic artificial intelligence (AI) out-of-home (OOH) advertising campaign. This development could accelerate the industry’s shift toward automated media buying.

Broadsign, digital marketing agency Draft Digital, and media owner Global Netherlands executed the campaign for Dutch charity lottery Lot of Happiness through a collaboration. According to the companies, agentic AI managed the campaign workflow from planning and booking through activation and execution, with human oversight remaining in place throughout the process.

Unlike traditional AI tools that assist users with recommendations or content generation, agentic AI systems are designed to complete tasks autonomously. In this case, Draft Digital’s buy-side agent and Broadsign’s sell-side AI agent co-ordinated the end-to-end media buy, using campaign objectives to determine audience and venue targeting, media selection, campaign setup, creative approvals, and execution.

The agents communicated using the AdCP protocol and leveraged Broadsign’s OOH supply, data infrastructure, and campaign management technology.

‘A much cleaner ecosystem’

The initiative represents a step forward for the OOH industry. “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,” says Bryan Mongeau, chief technology officer at Broadsign.

Draft Digital’s Aliks Röling described the campaign as the next evolution of programmatic digital out-of-home, noting that “agentic advertising lets us build true multichannel experiences for our clients, backed by first-party performance data and a much cleaner ecosystem.”

For Lot of Happiness, a charity lottery, the campaign offered an opportunity to test emerging technology that could help extend reach without the budgets of larger advertisers. Global Netherlands said the collaboration demonstrates how advertisers can discover, plan, buy, and measure DOOH inventory with greater speed and precision.

As AI continues to reshape media workflows, the campaign offers a glimpse of how OOH buying may evolve to become increasingly driven by autonomous systems.