Google has just announced digital out-of-home ads for Display & 360. The new ad formats help to engage shoppers when they’re “out in the real world” in front of screens in public places such as stadiums, airports, bus stops, shopping centers, elevators, taxis, and more.
How they work. With digital out-of-home ads in Display and 360, brands can harness the same power of traditional advertising with placements on public screens, all in one dashboard where they can control strategy, reporting, and optimization.
Digital out-of-home ads also allow brands to run multiple versions of their message and can be based on location and time of day.
Google’s programmatic partners. “Display & Video 360 already partners with exchanges Hivestack, Magnite, PlaceExchange, Ströer SSP, VIOOH and Vistar Media. These exchanges give access to large media owners around the world like ClearChannel, Intersection, JCDecaux, Lamar and Ströer. All of this inventory can be secured via programmatic deals.”
Limited targeting and personalization. Google says that digital out-of-home ads are not personalized and no unique identifiers are used, as well as no user location data. However, advertisers are able to reach people based solely on contextual information such as the screen location.
For example, Google says a fast food business can quickly advertise on a billboard in a busy spot during lunch hour. Later that day the same billboard can promote a concert or event.
Early testing. Retailer ASOS...
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