For Lot of Happiness —First End-to-End Agentic AI-Powered OOH Campaign
Broadsign, Global Netherlands and Draft Digital —for Lot of Happiness
Broadsign’s Sell-Side AI Agent Joins With Global Netherlands and Draft Digital to
Deliver First-Ever End-to-End Agentic AI-Powered OOH Campaign
Collaboration paves the way to faster, more automated, and data-driven OOH buys
AI agents successfully planned, booked, and executed a fully agentic AI-powered out-of-home (OOH) campaign for Lot of Happiness on OOH inventory in collaboration with media owner Global Netherlands. A first for the medium, the media buy was enabled by Broadsign’s sell-side AI agent and digital marketing agency Draft Digital’s buy-side agent.
MONTREAL – Broadsign, the leading global platform for managing and monetizing out-of-home (OOH) media, today announced that its sell-side AI agent and digital marketing agency Draft Digital’s buy-side agent, planned, booked, and executed the first-ever fully agentic AI OOH ad campaign. The agentic AI solutions enabled the end-to-end media buy for Lot of Happiness on premium OOH inventory in collaboration with media owner Global Netherlands.
Agentic AI powered the buy from beginning to end, using the brand’s campaign goals to inform audience and venue targeting, media selection, campaign setup, creative workflow and approvals, and execution. The AI agentic solutions used the AdCPprotocol and Broadsign’s industry-leading OOH sell-side technology and data infrastructure. Moving beyond chatbots layered over existing tools, the collaboration proved the power of agentic AI in enhancing the effectiveness and efficiency of OOH campaigns from start to finish. Together, the buy and sell-side agents rapidly coordinated complex tasks across parties, with human oversight and guardrails.
With the largest global OOH media supply – including the largest aggregation of video-enabled displays, in-store media, and on-screen cinema inventory – Broadsign’s goal with this campaign is to unlock the power of agentic trading for OOH. The company is committed to bringing greater scale, data, and efficiency to buyers and opening up more demand for sellers.
“Agentic AI allows us to double down on our value proposition of leveraging technology to support media owners in achieving their business goals,” explained Bryan Mongeau, CTO, Broadsign. “Overlaying AI atop our global static and digital OOH supply, in concert with advanced data and execution capabilities, such as screen-level audience indexes, dynamic creative, guaranteed in-advance buying, and more, sets the stage for a paradigm shift that will transform the OOH business. This innovative collaboration is only the beginning.”
“A number of us at Draft Digital were early adopters of programmatic DOOH years ago, so being first to move on this next leap, fully agentic OOH, is genuinely exciting. Agentic advertising lets us build true multichannel experiences for our clients, backed by first-party performance data and a much cleaner ecosystem,” shared Aliks Röling, Digital Marketing Consultant, Draft Digital. “It pushes us into tighter collaboration with quality publishers and partners and ultimately delivers sharper strategic impact for brands like Lot of Happiness.”
As a growing charity lottery with around 100,000 participants and over €50 million donated to good causes, Lot of Happiness is always looking for smarter ways to expand its reach. Without the media budgets of larger lottery players, the organization relies on creativity and innovation to fuel its growth. “As a growing organization, we have to be creative and find efficiencies that larger players simply take for granted. Agentic DOOH is one of those opportunities where we want to be at the forefront, and we’re excited to see where it takes us.” Leo Nijs, Online Marketer, Lot of Happiness
”In today’s competitive media landscape, digital out-of-home must be as easy to discover, plan, buy, and measure as any other channel, and this collaboration proves it’s possible,” said Mink Zwolsman, Business Development Director, Global Netherlands. ”What excites us most is that no single party could have done this alone. By combining Broadsign’s infrastructure with buy-side intelligence, Draft Digital’s ambition and our diverse digital out-of-home offering, we’ve shown that outdoor can be planned, bought, and activated with the same speed and data-driven precision as any digital channel. For Global Netherlands, this is a meaningful step toward making our inventory more accessible to buyers who want seamless, omnichannel campaigns and we’ve only just begun to uncover the advantages.”
Marketers and media owners looking to learn more about Broadsign’s sell-side agentic solution can get in touch with the company.
About Broadsign
Broadsign develops the leading global platform for managing and monetizing out-of-home (OOH) media. The company, which also operates Place Exchange by Broadsign, the largest independent SSP for Digital OOH, empowers media owners, media buyers, and retailers to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 2.8 million static and digital signs along roadways and in airports, shopping malls, grocery and convenience stores, health clinics, transit systems, and more run on Broadsign. https://broadsign.com
About Draft Digital
At Draft Digital, we are setting the new standard in marketing and media. We believe that standing still is falling behind; an organization that isn’t growing is already losing. Built on a foundation of relevance and trust, we guide clients through a digital journey that never ends.
We are leading the transition to Agentic Advertising, where intelligent Agents handle the operational burden of media buying. This shifts our focus from execution to pure strategy and innovation. By merging classic marketing theory with AI, we deliver scalable creativity and perfected measurement. We are not just service providers; we are the architects of digital growth.
About Global Netherlands
Global is a media operator and market leader in the (Digital) Out-of-Home sector, offering advertisers the opportunity to advertise in high streets, supermarkets, shopping centres, at railway stations, petrol stations and along motorways. With a nationwide digital network, Global meets advertisers’ needs to reach their target audience at precise times and locations. Thanks to these exclusive concessions across these diverse networks, advertisers can reach the masses or, conversely, target specific audiences very precisely in a wide variety of locations.
About Lot of Happiness
We believe in a better world for everyone. Charities, both big and small, drive this mission, they all deserve our support. By playing in our lottery, we together contribute to their missions. Playing = impact. You choose which charity receives half of your contribution. We are flexible: you decide how often you play and with what amount. This makes Lot of Happiness the lottery where your voice counts and your impact is big. And you can win fantastic prizes, from €1 million in the bank to a brand-new electric cargo bike. A true win-win.
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