Naver is unveiling an artificial intelligence (AI)-based digital out-of-home (DOOH) platform that small business owners and the self-employed can easily use. By automating everything from ad production to placement and setting exposure ranges, it signaled changes in the outdoor digital advertising market that had long centered on major brands.
According to the information and communications technology (ICT) industry, Naver recently said in an advertiser notice that it will introduce a customized DOOH solution exclusively for SmartPlace businesses. It will first link ads to the tablet-type self-service ordering device "Table Order" installed in restaurants, and later expand applicable media to apartment and commercial building elevator displays.
DOOH refers to outdoor ads placed through digital billboards installed in offline spaces, such as restaurant kiosks and elevator displays. Until now, many noted that the entry barrier was high for small and midsize businesses because they had to contact each media operator one by one and shoulder significant production and placement expense.
Naver said it lowered this entry barrier by combining its own large-scale AI "HyperCLOVA" with video AI "AutoClip AI." In the ad production feature built into SmartPlace, when a business enters its industry and store characteristics, HyperCLOVA automatically generates ad copy, and AutoClip AI automatically extracts a 15-second video ad tailored to media specifications such as landscape or portrait.
Ad exposure areas are also automatically optimized. Naver said AI recommends an appropriate radius and exposure points centered on the advertiser's business sites, enabling better cost-effectiveness than traditional ads aimed at the general public. Businesses already running Place Ads can use this DOOH solution immediately without a separate sign-up process.
The digital out-of-home advertising solution for SmartPlace businesses will accept advertiser registration applications starting on the 22nd of this month. Actual ad exposure will begin on the 6th of next month.