Google just announced digital out-of-home ads for Display & 360. New ad formats help engage shoppers when they’re “in the real world” in front of screens in public places like stadiums, airports, bus stops . , shopping centers, elevators, taxis and more.
How they work With digital out-of-home ads on Display and 360, brands can harness the same power of traditional advertising with public display placements, all in one dashboard where they can control strategy, reporting and optimization.
Digital out-of-home ads also allow brands to serve multiple versions of their message and can be based on location and time of day.
Google’s programmatic partners. “Display & Video 360 is already partnered with exchanges Hivestack, Magnite, PlaceExchange, Ströer SSP, VIOOH and Vistar Media. These exchanges provide access to major media owners worldwide such as ClearChannel, Intersection, JCDecaux, Lamar and Ströer. All of this inventory can be secured through programmatic agreements.”
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Limited targeting and personalization. Google says digital out-of-home ads are not personalized and do not use unique identifiers or user location data. However, advertisers they are able to reach people based solely on contextual information such as screen location.
For example, Google says a fast food company can quickly advertise on a billboard in a busy location during lunchtime. Later that day, the same billboard may promote a concert or event.
Early tests. Retailer ASOS used digital signage in high-traffic areas to build brand awareness and drive passers-by to visit its online store. Its marketing team arranged Programmatic Guaranteed deals with leading publishers such as Intersection in the US and JCDecaux in the UK and booked hundreds of digital billboards, generating 22 million impressions seen across the two countries.
Learn more about digital out-of-home ads. You can read Google’s announcement here. If you’re interested in buying out-of-home inventory, you can visit Display & 360 help documentation.
Why we care Digital out-of-home ads are similar to traditional billboards, but instead of paying to have your ad appear in one location all the time, you can choose to show it at specific times and in multiple locations.
These new ad types may work well for national or global brands such as ASOS, Nike, McDonald’s or Facebook, but small and local businesses may find it harder to justify their use. If you can’t specify the audience you’re targeting and can only adjust their placement or screen type, it’s probably not a solution for brands targeting a specific demographic or audience. But if you have the budget, it might be worth trying some of the cities you operate in.
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About the author
Nicole Farley is an editor at Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has extensive experience in digital marketing, an MBA, and a penchant for true crime, podcasts, travel, and snacks.
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