#USA #New York #AWS #OUTFRONT Media #OOH Advertising

OUTFRONT and AWS Usher in a New Era for OOH Advertising

In a noteworthy development in the advertising sector, OUTFRONT Media Inc. (NYSE: OUT), recognized as one of North America’s largest and most reliable out-of-home (OOH) media firms, has declared a strategic alliance with Amazon Web Services (AWS). This partnership aims to revamp OOH planning and purchasing via the integration of AI-enabled workflows.

The initiative’s objective is to facilitate a comprehensive approach for the planning, acquisition, and evaluation of both static and digital OOH inventory through natural language by leveraging intelligent agents. This collaboration positions OUTFRONT at the vanguard of OOH’s digital evolution, creating novel opportunities while enhancing how agencies and brands interact with, transact for, and measure OOH media in a smarter, more streamlined manner.

"This is not merely an update; it's a transformative move for the OOH sector," stated Premesh Purayil, the Chief Technology Officer at OUTFRONT Media. "We are eager to harness the versatility, reliability, and scalability of the leading global cloud platform. This will empower agencies to access OOH inventory in real-time, execute purchases through AI-integrated workflows, and evaluate campaign effectiveness within a unified omnichannel framework that aligns well with their digital media strategies."

The project aims to integrate OOH media with digital and programmatic tools, bringing it closer to the established norms of online, mobile, and connected television. By harnessing AWS's cloud infrastructure and AI capabilities, while utilizing MadConnect's Model Context Protocol-driven agentic workflows, this collaboration is set to potentially yield new efficiencies such as:

• - Natural Language Queries: The ability to query real-time inventory using simple language prompts.
• - Comprehensive Inventory Access: Utilizing information on availability across both static and digital formats.
• - Media Purchases via AI Agents: Facilitating OOH media buys through both direct and programmatic channels.
• - Data-Driven Insights: The capability to surface actionable insights and optimize campaigns with AI assistance.
• - Automated Reporting: Streamlining reporting and performance analysis through a singular coordinated system.

Rich Geraffo, Vice President and Managing Director at AWS North America, remarked, "OUTFRONT has a compelling vision for how agencies and brands can leverage agentic AI to maximize the impact of their advertising efforts. We are thrilled to collaborate closely with OUTFRONT and MadConnect to realize that vision and provide new capabilities to our mutual clients in the advertising domain."

OUTFRONT, in conjunction with AWS and MadConnect, is committed to modernizing the OOH sector by blending OUTFRONT's extensive reach, AWS's superior cloud and AI technologies, and MadConnect's expertise in AI and analytics. Through standardizing OOH inventory for programmatic platforms and AI agents, this partnership is set to transform a regionally traditional manual channel into a digitized, cloud-supported marketplace, promoting enhanced efficiency, transparency, and long-term growth.

Bob Walczak, CEO of MadConnect, encapsulated the significance of this partnership, stating, "This is a pivotal moment where OOH establishes itself at the core of media planning within the digital ecosystem. It is about much more than just digitization; it’s about rethinking the intricate processes of media planning, buying, and measurement within an AI-empowered framework."

The overarching vision behind this collaboration aims for agencies and brands to formulate, acquire, and measure every facet of their campaigns via an integrated workflow that includes:

1. Media Inventory and Data Integration: Access to OUTFRONT's diverse formats, precise locations, comprehensive pricing, availability, audience indexing, and measurement standards.
2. MadConnect Intelligent Connectivity Layer: A system that connects agencies to OUTFRONT on-demand, automating the development, orchestration, and upkeep of API connections across the AdTech and MarTech ecosystems.
3. Complete OOH Coverage: Incorporating both static and digital OOH platforms, thereby enhancing scale and visibility in previously underserved areas.

Currently, OUTFRONT is engaging in dialogues with pivotal clients, including holding companies, to establish omnichannel integration within their planning frameworks, with forthcoming developments expected to be announced in due course.

About OUTFRONT Media Inc.
OUTFRONT Media is among the largest and most reputable out-of-home advertising companies in the United States, facilitating brands in connecting with audiences in key environments and moments. As OUTFRONT forges ahead, it is shaping a new paradigm for in-real-life (IRL) marketing, turning everyday public spaces into platforms for creativity, connection, and cultural significance. With a vast national presence comprising billboards, digital displays, transit systems, and various OOH formats, OUTFRONT transforms creativity into impactful real-world experiences. The company’s internal agency, OUTFRONT STUDIOS, and its award-winning innovation team, XLabs, provide compelling storytelling, supported by advanced technological solutions and data resources that drive measurable effects.