NTT Docomo has unveiled a technological advancement aimed at enhancing the efficiency of Digital Out-of-Home (DOOH) advertising review operations. In collaboration with Live Board, Docomo has developed a solution that employs large language models (LLMs) to automate and streamline pre-publication advertiser reviews.
The solution targets a 30% reduction in workloads associated with manual reviews, ensuring the credibility of advertisers prior to the distribution of DOOH ads in digital signage and large-format displays across public and urban environments. This technological enhancement addresses the growing volume of DOOH ad placements, which has resulted in increased review time and operational costs.
DOOH reviews traditionally require verification against publicly available information and adherence to specific guidelines. With the increase in DOOH advertising, both review time and associated costs have become significant concerns for the industry. By focusing on advertiser credibility, the solution developed by Docomo aims to reduce the complexities tied to these reviews.
The AI-driven solution incorporates five core technologies: web search-based grounding technology, automated generation of company profile research results, automated generation of legal compliance review results, automated risk assessment, and automated media-specific competitor analysis results. These elements collectively enhance the review process, allowing AI technology to rapidly gather accurate information pertinent to advertiser verification.
Docomo’s solution mitigates two primary challenges faced when using LLMs: limited information freshness and reduced access to external resources. These constraints, such as the difficulty in maintaining up-to-date information and resolving URLs generated by LLMs, have been overcome by integrating innovative technologies that enable quick and reliable information access.
Future developments by Docomo include the expansion of AI technologies to streamline creative reviews, applying AI to repetitive visual checks on video content for compliance with broadcast ethics and legal standards. The company aims to further optimize DOOH advertising operations through the continual refinement of advertising technologies, supporting the evolution of the entire DOOH operational landscape.
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