• 059: AI & Advertising: From MAD MEN to MACHINE LEARNING

  • Mar 20 2025
  • Length: 42 mins
  • Podcast

059: AI & Advertising: From MAD MEN to MACHINE LEARNING

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  • Summary

  • 🚀 AI is transforming advertising, and in this episode, we dive deep into how digital out-of-home (DOOH) advertising is changing the game. My guest, Dagny Lacka, founder of Flow City, explains how her company is using AI, foot traffic analytics, and real-time bidding to make billboard advertising as dynamic and targeted as online ads. No more two-week static campaigns—now brands can target the right people, at the right time, in the right place. 🎯 What You’ll Learn: ✅ How AI is revolutionising outdoor advertising ✅ The power of real-time ad buying & precision targeting ✅ How challenger brands are using AI to take on big advertisers ✅ The future of DOOH advertising—from 3D billboards to hyperlocal campaigns 🔥 Whether you’re in marketing, AI, or just curious about how technology is reshaping the industry, this episode is packed with insights you don’t want to miss. 🎧 Tune in now! SHOW NOTES: ⏳ [00:00] Introduction • Charles welcomes Dagny Lacka, founder of Flow City. • Today’s topic: How AI is transforming the digital out-of-home (DOOH) advertising industry. ⏳ [01:30] What is Digital Out-of-Home Advertising? • DOOH is modern outdoor advertising using digital billboards instead of static posters. • Ads can now be traded in real time, rather than booked in weeks-long slots. • More flexibility and precision targeting for advertisers. ⏳ [04:15] How Flow City is Changing the Game • Flow City connects AI, foot traffic data, and ad space to help brands buy smarter and target better. • Real-time audience insights: Ads are served when the right people are present. • Example: A tech brand targeting London professionals can buy space at peak commute hours in key locations. ⏳ [08:30] Dagny’s Journey: From Journalism to AI & Advertising • Started in TV advertising, later shifted into digital outdoor advertising. • Founded Flow City to make advertising more data-driven and accessible. • Early challenges: Moving from retail analytics to smart city-driven ad placements. ⏳ [12:00] AI & Footfall Analytics in Advertising • Predicting audience movement in cities using AI. • Why traditional retail analytics didn’t work, but DOOH was a perfect match. • Dynamic content: Tailoring ads in real-time based on location and audience type. ⏳ [16:30] The Pandemic Pivot: Turning Crisis into Growth • COVID-19 shut down outdoor advertising, leaving Flow City in crisis. • The tech team used the downtime to develop better automation. • Breakthrough moment: Secured direct access to premium ad networks, unlocking major growth. • New model: Clients only pay for ads when they are actually seen, reducing risk. ⏳ [21:00] AI’s Role in Pricing & Campaign Optimization • AI helps brands find the best locations at the best prices. • Avoiding high-cost ad slots by identifying when advertising competition is lower. • Strategic ad buying: Instead of running for two weeks, brands can spread ads over months for better impact. ⏳ [25:15] Challenger Brands vs. Big Advertisers • Big brands are slow to adopt change, while small brands use AI to disrupt the market. • Case study: A challenger brand outperformed an industry leader, which eventually went into administration. • Startups and new brands can now compete with industry giants using targeted, affordable ad placements. ⏳ [30:00] How Flow City Works for Clients • AI analyzes audience behavior and suggests optimal ad placements. • Example: Instead of random billboards across London, the system targets a specific group repeatedly for higher impact. • Smart pricing: Ads are placed where they cost less but still reach the right people. ⏳ [34:00] The Future of Digital Out-of-Home Advertising • 3D digital ads & transparent screens are the next big innovations. • Hyperlocal targeting: Global brands are now customizing ads per city and even per neighborhood. • AI is improving real-time engagement in advertising, making campaigns more interactive. ⏳ [37:30] Startup Challenges & The London VC Scene • London’s VC market is risk-averse, making it harder for startups to secure funding. • Many European startups end up raising money in the US or Asia. • Flow City grew by focusing on profitability instead of chasing VC funding. ⏳ [40:00] Final Thoughts & Closing • Flow City’s mission: Help challenger brands take market share from incumbents. • The future: Expanding to more markets, helping millions of businesses run smarter ad campaigns.
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