A Dutch agency has Claude draft an out-of-home media plan and two people check it

The task

Buying out-of-home screens directly from media owners has stayed a manual job. Someone builds a media plan, compares the available locations and formats, agrees on terms and books the slots, often over long email threads with several publishers. For a smaller advertiser running its first TV campaign, the agency also wanted the screens to line up with the times and areas where TV viewers would see them.

What they did

The agency used Claude to write the campaign brief and to turn the client's goals into targeting criteria such as audiences, venue types and timing. Through an open protocol for advertising agents, the agency's side sent those criteria to a sell-side agent run by the screen network's technology provider. That agent answered with matching screens from media owners that take bookings in advance. Claude then assembled a media plan from the available inventory for the buyer to review. Creative went through the standard approval workflow so that compliance requirements stayed in place.

What the source reports

According to the source, the step from brief to booked plan took less than 15 minutes, including the human approval, where email coordination usually took days to weeks. The source reports that the campaign delivered more than 830,000 impressions on screens in supermarkets, malls, petrol stations and streets across the Netherlands.

Where the approval sits

The agency applies a four-eyes rule. The buyer reads and approves the plan Claude produced, and a second person then checks the buyer's work, partly to catch a stray extra zero in the numbers. Once the buyer has approved the plan, the booking is activated. Creative assets pass through the standard approval workflow.

Worth knowing

The source is a blog post by the technology provider on the sell side, so it describes its own pilot and its own figures. It covers one campaign, and the speed refers to planning and booking only. The post does not show the prompts, the costs or how often the plan needed corrections. Booking this way depends on screen networks that accept agent requests.

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