Designing Digital Out-of-Home Advertising in Light of Benefiting from Artificial Intelligence Technology | ||||
| ERU Research Journal | ||||
| Volume 4, Issue 2, April 2025, Page 2686-2706 PDF (1.13 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/erurj.2025.332840.1198 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Rana Adel Mostafa 
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| Teaching Assistant, Faculty of Applied Arts, Egyptian Russian University. | ||||
| Abstract | ||||
| In recent years, the digital out-of-home (DOOH) advertising industry has undergone significant transformation with the integration of advanced technologies, particularly the power of artificial intelligence (AI). These developments have revolutionized audience engagement, shifting perspectives on traditional advertising by enabling more personalized marketing communications and precise audience targeting. Many of these innovations utilize AI-powered facial recognition and are bolstered by technologies like the Internet of Things (IoT) and big data analytics. This allows advertisers to target audiences in real-time while identifying and understanding their needs and preferences, fostering stronger connections and building audience loyalty. Conversely, the adoption of artificial intelligence technologies and applications has transformed the digital out-of-home (DOOH) advertising landscape. This research emphasizes the significance of AI in DOOH advertising and examines its impact compared to traditional methods. By delivering immersive, interactive, and highly personalized experiences, AI significantly enhances consumer engagement, strengthens brand loyalty, and improves brand recall. | ||||
| Keywords | ||||
| Digital Out-of-Home Advertising; Artificial Intelligence; Machine Learning; Deep Learning | ||||
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