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

🚀 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.