DPAA Global Webinar Highlights Coca-Cola's Use of pDOOH with Taggify for Targeted Ads – Wednesday, January 21, 2026

DPAA Global recently hosted a webinar titled "Rethinking OOH Targeting," spotlighting significant advancements in targeting techniques and AI integration within the out-of-home (OOH) advertising industry. Complementing this, Coca-Cola’s Christmas campaign in Paraguay showcased the practical application of programmatic digital out-of-home (pDOOH) advertising combined with Taggify technology, illustrating the sector’s ongoing shift toward more precise and data-driven targeting solutions.

Who should care: DOOH network operators, digital signage program managers, ad-tech platform leaders, display technology decision-makers, and out-of-home advertising teams.

What happened?

DPAA Global’s recent webinar marked a critical moment in the evolution of the OOH industry, emphasizing a move toward more sophisticated targeting methods powered by AI. The event, titled "Rethinking OOH Targeting," convened key industry stakeholders to explore how emerging technologies can significantly improve advertising effectiveness and audience engagement. A standout example shared during the webinar was Coca-Cola’s Christmas campaign in Paraguay, which leveraged programmatic digital out-of-home (pDOOH) advertising alongside Taggify’s platform to deliver highly targeted, contextually relevant content. This campaign exemplifies how brands are harnessing data and automation to refine their messaging and reach audiences more precisely in public spaces.

In parallel, Shure’s presentation of an AI-powered workplace solution at ISE 2026 highlighted the broader trend of integrating AI not only for targeting but also to optimize operational efficiencies across the advertising ecosystem. The webinar also introduced innovative advertising formats, including the use of drones, signaling a push toward more dynamic and interactive OOH experiences. Additionally, the "Mobility Bowl" event showcased how mobility and technology are converging to create new advertising opportunities, reflecting the industry’s commitment to embracing technological advancements to deliver more impactful and engaging campaigns.

Why now?

The urgency behind these developments stems from the OOH sector’s need to stay competitive amid a rapidly changing digital advertising landscape. Over the past 18 months, there has been a marked acceleration in adopting AI and advanced targeting technologies, driven by the pressure to match the precision and data-driven capabilities of digital platforms. As consumer expectations evolve toward personalized and immersive content, OOH advertisers are compelled to innovate, integrating new technologies to maintain relevance and effectiveness in capturing audience attention.

So what?

The integration of AI and advanced targeting techniques signals a strategic transformation within the OOH industry toward more data-centric and results-oriented advertising. For operators, this shift necessitates a reevaluation of traditional strategies and a commitment to investing in technologies that provide real-time insights and enhanced targeting precision. The emergence of novel advertising formats, such as drone-based campaigns, also expands creative possibilities, enabling brands to engage audiences in more memorable and interactive ways within public environments.

What this means for you:

• For DOOH network operators: Assess the potential of AI-driven solutions to improve targeting accuracy and streamline operations, ensuring your networks remain competitive.
• For ad-tech platform leaders: Pursue partnerships with technology providers to embed advanced targeting capabilities into your platforms, enhancing value for advertisers.
• For display technology decision-makers: Explore investment in innovative display technologies, including drone advertising, to differentiate your offerings and anticipate future industry trends.

Quick Hits

• Impact / Risk: While AI and new targeting methods can significantly boost campaign effectiveness, they may require considerable investment and operational changes.
• Operational Implication: Organizations should prepare to upgrade technological infrastructure and implement training programs to manage these advanced solutions effectively.
• Action This Week: Review current targeting strategies for AI integration opportunities; brief executive teams on the strategic advantages of adopting new technologies; consider launching pilot projects exploring drone advertising.