Google Display & Video 360 Adds Digital Out-of-Home to Mix

Google’s Display & Video 360 digital campaign management platform added a digital out-of-home component Thursday. The company said Thursday that digital OOH ads are now available to all Display & Video 360 users, encompassing screens in public places such as airports, bus stops, elevators, shopping centers, stadiums and taxis, adding that brands can run different versions of their messaging based on the location of the screen or the time of day. Google wrote in a blog post Thursday, “With digital out-of-home ads in Display & Video 360, brands can combine the emotional power and captivating formats of traditional out-of-home advertising with the efficiency of other digital channels. With a single plan, they can reach people on screens of all shapes and sizes. And it can be done rapidly and efficiently. Marketers can activate, pause and optimize digital out-of-home campaigns in near real time. They can tackle everything from strategy and activation to reporting and optimization, all in one place.” Display & Video 360 already partners with exchanges including Hivestack, Magnite, Place Exchange, Ströer SSP, VIOOH and Vistar Media, providing access to large media owners worldwide such as Clear Channel, Intersection, JCDecaux, Lamar and Ströer, and all of this inventory can be secured via programmatic deals. Google stressed that digital OOH ads placed via Display & Video 360 are not personalized, and individual identifiers or user location data are not used, with advertisers reaching people based on contextual information of the screen location, offering as an example, “A fast-food spot can quickly advertise on a billboard in a bustling business district during the lunch hour for office workers to see. Later that day, the same billboard can promote an upcoming performance at a nearby concert venue.” On the measurement front publishers provide Display & Video 360 with an impression multiplier, which estimates the number of people who may have seen an ad, helping advertisers determine the impact of their campaigns. All publishers are vetted to ensure that they follow measurement methodologies defined by industry-recognized vendors, and those that self-measure are not supported. Online fashion retailer Asos used Display & Video 360 to quickly select digital billboards via its map user interface through publishers such as Intersection in the U.S. and JCDecaux in the U.K., and it generated 22 million viewed impressions across the two countries. Asos then conducted a geo experiment with JCDecaux’s measurement partners to evaluate the impact of digital OOH ads on brand metrics, finding a 14% increase in brand awareness and a 22% jump in brand consideration in exposed areas compared with control areas. JCDecaux UK head of programmatic Dom Kozak said in the Google blog post, “Making our OOH inventory available through demand-side platforms such as Display & Video 360 enables marketers to plan and optimize all digital channels in one place. It gives brands like Asos more control, which can improve brand and performance metrics.” Google added, “Today’s customer journey is rarely a straight line. Consumers are constantly moving between touchpoints and channels, and brands need the right tools to keep up. Digital OOH is an increasingly popular option that brings the best of digital technology to a traditional advertising medium. It helps brands engage shoppers at moments when they make key decisions or take certain actions such as walking in a shopping mall or lining up at the grocery store checkout.”

Out of Home Advertising News

Google Display & Video 360 Adds Digital Out-of-Home to Mix

Ads are not personalized, and individual identifiers or user location data are not used

David Cohen

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David Cohen