First fully agentic AI out-of-home campaign executed via Broadsign and Draft Digital

The out-of-home advertising industry has reached a new milestone with the completion of what is believed to be the first fully agentic AI-driven OOH campaign. Broadsign, a platform specializing in the management and monetization of out-of-home media, partnered with digital marketing agency Draft Digital to execute an end-to-end programmatic media buy powered entirely by artificial intelligence agents on both the sell side and the buy side.

The campaign was run on behalf of Lot of Happiness, a charity lottery organization with roughly 100,000 participants. The AI agents handled every stage of the process, from interpreting the brand's campaign objectives to selecting audience segments and venues, choosing media inventory, configuring the campaign, managing creative workflows, and overseeing approvals and final execution. The transaction relied on the AdCP protocol and leveraged Broadsign's existing sell-side OOH infrastructure and data capabilities.

Bryan Mongeau, Chief Technology Officer at Broadsign, described the development as a paradigm shift for the out-of-home sector. He noted that combining AI with the company's global OOH supply — both static and digital — alongside advanced capabilities such as screen-level audience data, dynamic creative, and guaranteed advance buying, sets the stage for fundamental transformation in how OOH media is traded and delivered.

Aliks Röling, digital marketing consultant at Draft Digital, drew parallels to the early days of programmatic DOOH adoption, calling the move toward fully agentic OOH a genuinely exciting next step. Röling emphasized that agentic advertising enables true multichannel experiences backed by first-party performance data and a cleaner ecosystem, while fostering tighter collaboration with premium publishers.

For Lot of Happiness, the appeal lies in accessing efficiencies typically reserved for much larger advertisers. Leo Nijs, the organization's online marketer, said the charity must pursue creative and cost-effective approaches to expand its reach, and agentic DOOH represents an opportunity to stay at the forefront of innovation. Media owner Global Netherlands also participated in the collaboration, providing premium OOH inventory.

The successful execution signals that agentic AI is moving from concept to commercial reality in advertising technology, with implications for how brands, agencies, and media owners approach campaign planning and execution across the digital and physical landscape.