Broadsign works towards AI powered creative categorisation

OOH advertising technology developer Broadsign has unveiled a preview of an artificial intelligence (AI) powered creative categorisation and approval feature coming to its platform later this year. The preview was showcased at the company's annual customer summit in Spain. The Broadsign AI assistant is a tool designed to reduce the time media owners spend on repetitive tasks such as reviewing, categorising, and approving incoming ad creative from programmatic bids sent via demand-side platforms (DSP).

Broadsign said the assistant promises significant time and cost savings for media owners, as tens of thousands of OOH creatives are reviewed and categorised manually per month. 

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As ad creatives are submitted to the Broadsign supply-side platform (SSP), the Broadsign AI assistant will email media owners with category and approval suggestions for each ad. These recommendations are based on creative analysis and learnings from the media owner’s existing inventory taxonomy on the direct-sales side of their business to enable cross-channel competitive separation.

According to Broadsign, the technology scans the creative for inventory qualities such as aspect ratio, resolution, profane language, and more, as well as objects that can provide insight into which category from the media owner’s taxonomy the creative best fits. Leveraging that analysis, the assistant then provides approval and categorisation suggestions based on that data, which media owners can choose to approve, reject, or send to their team for closer review.

"By automating the categorisation process, the Broadsign AI assistant can minimise common misclassification errors and quickly identify sensitive content that could hamper brand safety efforts, such as creative featuring alcohol for a screen near a school, or an ad that violates local laws, such as a political ad for a display located next to a polling location," said Broadsign. 

Francois Hechme, Broadsign vice-president of products at Broadsign said, “Automating OOH workflows is pivotal to the medium’s continued growth, and OOH categorisation and approval is a great starting point. Today, the manual process ties up hours of cycles evaluating creative that may not even win the bid."

He added, “The Broadsign AI assistant can process and categorise 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.”

The Broadsign AI assistant is expected to launch in the second quarter of 2025 and will be available to customers using the Broadsign SSP and header bidder.

MARKETING-INTERACTIVE has reached out to Broadsign for more information. 

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