“The rise of the digital outdoor advertising is proving very profitable for outdoor advertising companies, bolstering predictions that outdoor advertising will continue growing while print, television, and radio stagnate”, said Sebastian Klun, commercial broking expert at Willis Towers Watson from New Zealand.

Increased growth in smart outdoor advertising

Sebastian Klun was one of the speakers at the international conference dedicated to smart solutions in outdoor advertising, organised in Osijek by This Time d.o.o. within the project Digital signage with AI powered targeting and analytics software which is financed through the B-Light call of the Interreg Cross-border Co-operation Programme Hungary-Croatia.

“We are witnessing the increased growth in smart outdoor advertising solutions, and together with Splendex Kft, our Hungarian partner, we are finishing development of a smart, AI powered solution for outdoor digital advertising which will benefit our clients, and help them reach their advertising goals with less cost and target their potential customers with higher precision. Our smart analytics software rides on growing AI trend, and is offering to advertisers all of the benefits of online advertising – in real world”, said Ante Pandžić from This Time d.o.o., in his presentation of the project his company is implementing. “The solution will enable advertisers to target their audience at the exactly right place, at the right time with the custom tailored message. It will be able to measure the desired impact and help advertisers test and adapt different messages for the fraction of price of traditional outdoor advertising”, he added.

Digital transformation remains hot topic within the business community, and there is a growing number of companies willing to invest resources in the future of doing business – both in advertising, but also in other industries. How to digitally transform business in 2022 and beyond was the topic of the presentation of Bojan Knežević, digital expert from Elas d.o.o., Banja Luka (Bosnia and Herzegovina).

Digital outdoor advertising is here

Digital advertising is not the future – it is already here, and representatives of all sectors agreed that it can offer useful returns on investments, while those returns don’t have to be pure financial, they can be social as well.

“City of Osijek is very pleased to see that our technology companies are developing top of the line solutions, rising the competitiveness on the local and international level. We prefer digital advertising solutions as a way of opening our communication towards local population, and using new possibilites to move our administration to new age of digital communication. That’s why we support projects like these, and we’re looking forward to see how this service will benefit our local economy”, commented Davor Bajsić from the City of Osijek’s department for EU programmes.

The international conference gathered more than 50 participants (both in-person and online), and, judging by the active involvement of the audience, sparked interest in the smart outdoor advertising solutions, and placed Osijek on the map of the smart/AI powered advertising scene.

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The conference was held as a part of the project Digital signage with AI powered targeting and analytics software, financed through the B-Light call of the Interreg Cross-border Co-operation Programme Hungary-Croatia. This content has been produced with the financial assistance of the European Union. The content is the sole responsibility of This Time d.o.o. and can under no circumstances be regarded as reflecting the position of the European Union and/or the Managing Authority