Google bets on digital outdoor advertising on Display & video 360

The incorporation of digital ads for outdoors in Display & video 360, the marketing platform of Google, centralize purchases and automate DOOH campaigns in a single tool to reach a global audience.

"We are making digital outdoor ads available to all outdoor users. display & video 360 so they can reach people on their real-world journey with the efficiency of programmatic technology. This includes screens in public places such as stadiums., Airports, bus stops, shopping malls, Elevators, taxis and more", notes the statement of Google.

With this initiative, brands can combining outdoor advertising formats traditional with the efficiency of other digital channels, "reaching the audience on screens of all shapes and sizes, quickly and efficiently".

For its part, marketers can activate, pause and optimize outdoor digital campaigns in near real-time. "They can address everything," they stress from the company., from strategy and activation to reporting and optimization, all in one place".

One of the advantages of this proposal is that of centralize purchases and automate campaigns using a single tool to reach a global audience, "particularly effective for brands with an international presence".

currently, display & video 360 already associated with H exchangesivestack, Magnite, Place Exchange, Ströer SSP, VIOOH and Vistar Media, to offer access to large media owners around the world, how Clear Channel Outdoor, Intersection, JCDecaux, Lamar and Ströer, through programmatic agreements.

Effective contextual ads

According to Google, digital outdoor ads placed through Display & video 360 are not customized and do not use individual identifiers, or user location data. "Instead,, advertisers can reach people based on the contextual information of the location of the screen, as a traditional outdoor ad, but with the flexibility and ease of programmatic".

When measuring the impact of ads, publishers provide Display & video 360 a print multiplier, which estimates the number of people who may have seen an ad. This assessment, that is not based on a person's data, helps advertisers correctly measure the impact of their outdoor digital campaigns.

display & video 360 examines all publishers to ensure they follow measurement methodologies defined by industry-recognized vendors such as Geopath.

ASOS relies on the platform

One of the reference cases that Display uses & video 360 is the online fashion retailer ASOS , whose marketing team decided to use digital billboards in busy areas to build brand image and entice passers-by to visit their online store.

ASOS used Display & video 360 to quickly select digital billboards with the map UI and enter into guaranteed programmatic agreements with major publishers, as Intersection in EE. USA. and JCDecaux in the United Kingdom.

This simplified approach allowed the brand to "lean on a central platform to buy, implement and measure your campaign. As a result, the team accelerated the process of reserving hundreds of digital billboards, Generating 22 millions of impressions viewed in the two countries", according to the data provided by Google.

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