Turning Robots Into Digital Billboards With SKOOP

September 17, 2021

Refraction AI, an autonomous food delivery company, has partnered with SKOOP, a company offering one of the DOOH industry’s most powerful digital billboard management platforms.

In October 2021, at the ACL Festival in Austin, Texas, Refraction AI will introduce the world to a new and unique advertising method in the form of metallic silver robots that stand 4.5 feet tall and are topped with high-illumination LED screens. Using SKOOP’s digital advertising platform, the robots will provide an innovative way for new-age companies to attract attention in the streets of dense urban areas.

SKOOP powers the digital signage on the Refraction Ai Rev-1 robotic mobile billboard
Refraction AI is Pioneering The Future of Food Delivery

Refraction’s autonomous delivery robots travel at 12-15 MPH on the sides of the road. They will attract millions of impressions as the digital advertisements on the high-illumination LED screens will be primarily visible to passing pedestrians and drivers. Therefore, this partnership offers a great advertising opportunity for brands looking to leverage the recent growth of the DOOH market.

The ACL Festival in Austin, Texas

At the ACL Festival in October, the public can catch a glimpse of Refraction’s robots enabled with SKOOP’s digital advertising feature. The debut of Refraction’s advertising offering at the BMI stage during the festival will be alongside its partner brand High Brew Coffee which will be using the opportunity to distribute its products from inside the robots.

After the launch of Refraction’s advertising offering at the festival, the service will become available to brands on their delivery fleet at their two primary markets in Austin, Texas and Ann Arbor, Michigan. The Ad space for Refraction’s main stage festival debut and the pre-event at the YETI flagship is available now. The slots for advertising opportunities on the operational fleet are now available.

REV-1 Delivery Bot with digital screen showing Yeti Flagship Ad
Rethinking DOOH Advertising with Robots

Traditionally, any screen ranging from a small digital signboard to a large digital billboard has been used to promote different products and services. All these advertising activities fall under DOOH, but do not provide the same impact as Refraction’s robot because they are static, whereas the robot will enable flexibility and interaction. Moreover, since the robots are mobile, their movement makes it easier to capture the human eye.

Digital Out of Home Advertising Market Growth
The DOOH Advertising Market is Booming

The Digital Out of Home (DOOH) advertising market is expected to grow at a compound annual growth rate (CAGR) of 10.35% to reach a $33.372 billion market size by 2026.

SKOOP’s software is representative of the next generation of DOOH technologies. The partnership with Refraction AI is a testament to its platform’s versatility.

In addition to the expected market growth of DOOH, it is believed that outdoor applications will hold the largest market share during this growth phase. Moreover, with the increased traffic across urban areas, the penetration of digital advertising is expected to be high, especially in the transportation vertical.

SKOOP’s powerful digital billboard management and ad sales software, make it easier for media owners to manage their ad business. A few of the other benefits offered by the new network:

  • Allowing advertisers to manage their advertisements through one easy to use online portal.
  • Enabling advertisers to control content remotely and see real-time performance reports of their hyper-targeted campaigns.

With this unique feature, Refraction’s robots stand out in the transportation vertical of the outdoor advertising space and offer brands a marketing opportunity unlike any other.

If you’re interested in purchasing a slot on Refraction’s ad platform, visit now.

About Refraction

Headquartered in Austin, Texas, Refraction AI has completed thousands of affordable, sustainable, and contactless deliveries since its founding in mid-2019.


With headquarters in Detroit and Los Angeles, SKOOP Signage powers digital billboards in more than 50 cities across the United States.

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