Google has announced digital out-out-home ads for Display and 360. These new ad formats will help engage shoppers while they’re out in the form of digital ads on screens in public places like bus stops, shopping centres, elevators, airports, stadiums, and more.
Keeping up with the modern day customer
In today’s day and age, the customer journey is anything but a straight line. Consumers are constantly bouncing between different touch points and channels, and brands need the right tools to keep up with this. Digital OOH, or digital out-of-home advertising is a growing option that bridges the gap between digital technology and a traditional advertising medium.
Combining the best of out-of-home and digital
With new digital out-of-home ads in Display and Video 360, brands are able to combine the emotional power and captivating formats of traditional OOH advertising with the efficiency of digital channels. Marketers will be able to activate, pause, and optimise digital OOH campaigns in real time.
As said by Google:
“Centralizing buys and automating out-of-home campaigns is particularly effective for brands with international footprints. It gives them a chance to reach their global audience using a single tool. Today Display & Video 360 already partners with exchanges Hivestack, Magnite, Place Exchange, Ströer SSP, VIOOH and Vistar Media. These exchanges give access to large media owners around the world like Clear Channel Outdoor, Intersection, JCDecaux, Lamar and Ströer. All of this inventory can be secured via programmatic deals.
Another benefit to programmatic digital out-of-home is the flexibility it provides. While traditional buying tactics are usually geared toward one general region, digital out-of-home allows brands to run different versions of their messaging based on location of the screen or time of day.”
Contextual, but limited personalisation
Digital OOH ads placed through Display and Video 360 do not use any individual identifiers or any user location data. Advertising through this medium reaches people based on contextual information of the screen location. For example, a fast food restaurant can quickly and efficiently advertise on a digital billboard in a busy business district during lunch hour for office workers to see.
Measuring ad impact
Measuring the effectiveness of OOH ads has always been a bit of a hit or miss. But with digital out-of-home ads placed through Display and Video 360, publishers provide an ad impression multiplier – this estimates the number of people who may have seen the ad and helps advertisers properly measure the impact of their digital OOH campaigns.
Early testing
ASOS, a leading online fashion retailer, made use of digital billboards in heavy footfall areas to generate awareness for their brand and drive passersby to visit their online store.
