Outfront Exec Sees Billboard Value Rising as AI Slop and Bots Erode Digital Trust
· 35h ago · Originally reported by Beet.TV
Outfront's Hackett argues that as AI-generated content, bots and autoplaying video fill digital screens, verifiably human attention is becoming scarce. Out-of-home sellers contend that physical-world exposure builds brand trust that supports search, social and CTV campaigns.
Why it matters
If advertisers increasingly doubt whether digital impressions reach real humans, out-of-home formats could attract more budgets as a trustworthy complement to screens.
Explain it like I’m new here
When the internet gets full of fake stuff, a real billboard on the street becomes like a friend's recommendation you can actually trust.
Terms in this story
Bot traffic
Bot traffic is visits, ad impressions or clicks generated by automated software rather than people, ranging from honest search crawlers to fraudulent bots built to look human.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
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