Google bets on digital outdoor advertising on Display & Video 360

Incorporating outdoor digital ads on Display & Video 360, to the marketing platform of Google, centralize purchasing and automate DOOH campaigns in a single tool to reach a global audience.

“We are making outdoor digital ads available to all users of Display & Video 360 so they can reach people as they navigate the real world with the efficiency of programmatic technology. This includes screens in public places such as stadiums, airports, bus stops, shopping centers, elevators, taxis and more”, indicates the statement of Google.

With this initiative, brands can combine outdoor advertising formats traditional with the efficiency of other digital channels, “reaching audiences on screens of all shapes and sizes, quickly and efficiently”.

For your part, marketers can activate, pause and optimize digital outdoor campaigns in near real time. “They can address everything,” the company emphasizes., from strategy and activation to reporting and optimization, “everything in one place”.

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

At the moment, Display & Video 360 is already associated with H exchangesivestack, Magnet, Place Exchange, Sprinkle SSP, VIOH y View Media, to offer access to large media owners around the world, as Clear Channel Outdoor, Intersection, JCDecaux, Lamar y Ströer, through programmatic agreements.

Effective contextual ads

According to Google, digital outdoor ads placed through Display & Video 360 are not personalized and do not use individual identifiers, nor user location data. "Instead, Advertisers can reach people based on contextual information of screen location, like a traditional outdoor ad, but with the flexibility and ease of programmatic”.

By measuring the impact of ads, publishers provide Display & Video 360 an impression multiplier, which estimates the number of people who may have seen an ad. This rating, that is not based on a person's data, helps advertisers correctly measure the impact of their digital out-of-home campaigns.

Display & Video 360 vets all publishers to ensure they follow measurement methodologies defined by industry-recognized vendors such as Geopath.

ASOS trusts 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 high-traffic areas to build brand image and attract passers-by to visit their online store.

ASOS used Display & Video 360 to quickly select digital billboards with the map UI and arrange guaranteed programmatic deals with major publishers, like Intersection in EE. UU. and JCDecaux in the United Kingdom.

This simplified approach allowed the brand to “lean on a central platform to shop, implement and measure your campaign. As a result, The team accelerated the process of booking hundreds of digital billboards, generating 22 million impressions seen in both countries”, according to data provided by Google.