Kinetic Reimagining in-store advertising with AI

Deirdre Bourke

Deirdre Bourke

Marketing & Operations Director

Read Time, 4 min.

With’s AI solution using Microsoft Azure, Kinetic has experienced 39% sales increases for some brands.


Outdoor advertising is one of the oldest forms of advertising in the world, and over the years it has evolved and embraced new technology, moving from traditional billboards to digital, and more recently to smart digital. Now, an Irish company, Kinetic finds itself at the forefront of some of the latest positive developments in the industry, using’s Artificial Intelligence and helping to improve the in-store experience for retail customers.


Kinetic, a global agency with a Dublin base, focused on out-of-home and outdoor advertising and working with some of the biggest brands around the globe, including household names such as Ford Motor Company and Coca-Cola.

Simon Durham, CEO and co-founder of Kinetic, says that globally, while classic outdoor advertising will remain, “there is transformation underway in the digital offering, which means outdoor finds itself front and centre in its sector in an omnichannel era which has huge demand for personalisation, and digital has become a game changer for the medium”.

His company is a specialist buying unit that purchases outdoor advertising on traditional, digital and mobile spaces such as bus shelters, in-store, as well as at points of sale.

Since late last year Kinetic has worked with, a software company and a Microsoft partner, that has developed an intelligent platform allowing retailers and fast-moving consumer goods (FMCG) brands to better understand shoppers inside physical retail stores and ultimately increase sales of their products. provides digital screens that are placed in stores around the country and using Microsoft Azure and AI, their software collects real-time data and information, such as the location, time of day, weather, traffic, etc. This then allows the screen to advertise products relevant to the shoppers in-store and what products may be relevant to them at that particular time, such as a cup of coffee on a cold morning, or ice creams and cold beverages on sunny afternoons. It can also tailor the messaging or copy on screen to reflect the geographical location.

Seamus McHugh, Retail Sales Director with, explains: “We have introduced this level of intelligence, that in real-time is able to understand what’s happening in and around each specific store. And therefore, the messaging becomes more relevant to the shopper.”

“It understands the days and the context of what’s happening, and it’s also specific to the area of the store. So, if you walked into let’s say the confectionery area, the advertising the shopper sees will be specific to that zone,” he explains.

“It’s about bringing in-store the online relevance that shoppers are already used to, similar to how websites recommend products based on our online habits. It’s bringing that same mindset to the offline physical space.” has built its AI engine that utilises Microsoft’s Azure platform and AI services. With data becoming an increasingly influential commodity in decision making, this technology enables brands to develop advertising offerings out of unique insights from consumer habits and in-store behaviours.

Kinetic and first started to work together in late 2020 and their campaigns have appeared on digital screens in Circle K stores around the country.

Simon Durham of Kinetic says that while it is still early days, as this offering is currently in a limited number of locations, he believes they “are very advanced in their AI offering and want to continue to pioneer this cutting-edge technology”.


a man looking at the camera

Simon Durham, CEO and co-founder of Kinetic has plans to dramatically increase its presence in retail stores around the country in 2021 and is now expanding into the US, Mexico and MENA region.

After working on a campaign, Kinetic is able to provide post-campaign analysis and reports, showing the number of times an ad was displayed and enabling them to show their clients the sales uplift.

McHugh says that through some of the campaigns they have run with Kinetic, they have seen anything from 27% to 39% sales increases for some brands.

“While we have a lot of other digital screens, these are the first with real-time decision making intelligence,” Durham added.

“We are now able to offer clients and advertisers so many relevant insights that demonstrate return when investing in outdoor advertising. It’s an incredible journey we’re on and it is a very, very exciting time to be in the outdoor industry,” concluded Durham.


Free AI Report: Artificial Intelligence in Ireland. How 277 major European companies benefit from AI

Discover how your Western European and Irish peers use AI to digitally transform their organisation

Discover more related articles per industry:


  • Unlock the potential of your students with Microsoft’s new Learning Accelerators

    Unlock the potential of your students with Microsoft’s new Learning Accelerators

    Personalized learning is a goal that educators everywhere have been trying to achieve for years. But the pandemic shone a light on the complexity of that challenge for teachers, who face a more diverse set of student needs than ever before.  Because delivering a truly personalized learning experience for every student has traditionally required lots […]

  • a person sitting at a desk in front of a computer

    Reimagining Uninterrupted Learning at Sacred Heart School in Tullamore

    As students and teachers found themselves away from the classroom environment and learning from home, schools were again adapting to different ways of learning to ensure quality education continues. For the Sacred Heart School in Tullamore, Co Offaly, the staff and student body were well prepared to deal with this upheaval and continued to deliver […]

Finance & Insurance


  • Two people inside using Surface Go in office

    How technology is transforming the work of governments

    Governments have the ultimate responsibility to their citizens. People depend on the services they provide like no other institution. Whether in healthcare, education, business, roads, railways, water – it’s essential that government institutions are always at the forefront of social and digital trends. Cloud-powered technologies are playing a critical role in helping government agencies to […]



  • a man holding a paint spray

    What we can learn from AkzoNobel’s digital transformation

    Savvy businesses are always on the lookout for ways to improve what they do and differentiate themselves from the competition. From organisational restructure to the development of entirely new business models, the quest for continuous improvement takes many forms. But one common factor in almost all modern business leaders’ plans is an emphasis on technological […]

  • a group of people in a pool of water

    Overcoming a sea of data with Microsoft Azure

    With 12,000 ships certified, DNV GL’s job of ensuring they’re built safely and remain safe should be overwhelming, especially with the more than 50,000 inspections it must carry out each year. However, by making use of machine learning algorithms in Microsoft Azure, the company is not only increasing efficiency and satisfying its customers, but it’s […]


  • Store staff llooking and pointing at screen

    Helping store staff rise to the challenge of creating world-class experiences

    Consumers have more information and choice than ever. That’s why shopping experiences provide an opportunity to differentiate and delight customers – rather than competing on cost alone. The digital shopping revolution has given us access to companies and information that was unimaginable two decades ago – and it has raised our expectations of bricks-and-mortar retailers […]

  • Big data boosts business for beverage company

    Big data boosts business for beverage company

    Contemplate, if you will, the multiple choices available every time you want something to drink. Water? Juice? Soft drink? Do you want a single-serve can or a six-pack? Or maybe you just grab a liter bottle. The fact is, we as consumers expect a lot of options and the global non-alcoholic beverage industry delivers. Arca […]

Discover more related articles per dossier:

Customer Stories

  • Vanoord ship in St Peterburg

    Van Oord eliminates manual processes to access real-time data and insight from any location

    By taking advantage of cloud-based AI solutions, one of the world’s largest dredging fleets was able to enhance its processes, free up resources, and focus on future innovation and growth. Imagine the scenario. Multiple ships in locations around the world, all with equipment documentation and certifications requested on a regular basis by internal staff, legislative […]

Digital Transformation

  • a man holding a gun

    Making the Schiphol Airport more sustainable into the future

    With over 71 million passengers a year, Schiphol is one of the biggest airports in Europe. Giving all of the passengers the most frictionless airport experience as possible, 17,000 assets need to be serviced and maintained 24 hours a day, 7 days a week. In order to deliver service excellence and optimize the maintenance, BAM […]


  • Image of a man and woman smiling

    Microsoft and Connect at Catalyst Inc

    Microsoft and Connect at Catalyst Inc It’s an exciting time to be working in the technology sector in Northern Ireland. More than ever before we’re seeing increased numbers of entrepreneurs, start-up businesses, and indeed multinationals setting up in the North. Working together and learning from each other encourages a strong technology ecosystem and ultimately yields […]

Security & Privacy


  • Group of two female and one male office workers brainstorming in informal office setting. Both women are using laptops while the man is writing. Large screen shown in background.

    2019 Modern Selling Trends in 5 webinars

    The relationship between buyers and sellers grows more complicated each day. Every potential partnership requires finding the right buyer, fully understanding their business, tracking progress through the buying cycle, and engaging them with the right content—when and how they want it. These shifting dynamics underscore the artistry of modern selling. When the time is right, […]