Despite being a form of advertising that carries many years on its shoulders, the truth is that out-of-home advertising hasn't shown signs of fatigue and, thanks to its excellent alignment with new technologies, can boast an effectiveness that seems truly indestructible. Google is aware of this and has decided to incorporate digital out-of-home advertising into its integrated campaign management platform Display & Video 360.
From now on, those who use Google's Display & Video 360 platform, such as advertising agencies, will be able to buy advertising space on existing digital screens in airports, bus stops, shopping centers, elevators, and even some taxis.
Advertising agencies
Advertising agencies and brands can combine the emotional power and the different formats of traditional out-of-home advertising with the efficiency of multiple digital channels. Working from a single plan, advertisers can connect with people through screens of every shape and size.
The integration of digital out-of-home advertising into the Display & Video 360 platform will be particularly beneficial for brands present in different markets that want to connect with broader audiences using a single dashboard.
Google's move into out-of-home advertising combines the effectiveness of this traditional format with the flexibility of programmatic buying.
Google Display & Video 360 has integrated programmatic buying platforms focused on out-of-home advertising such as Hivestack, Magnite, PlaceExchange, Ströer SSP, VIOOH, and Vistar Media. Through these platforms, advertisers will have access to thousands of screens operated by ClearChannel, Intersection, JCDecaux, Lamar, or Ströer across the United States, Europe, and soon Latin America.
Brands can connect with people based on contextual information about screen placement, just as in traditional out-of-home advertising, but with the flexibility and ease of use of programmatic buying.
The British retailer ASOS was one of the first advertisers to test the new out-of-home advertising features of Display & Video 360.
The company used Google's platform to quickly select and buy digital screens from publishers like Intersection in the United States and JCDecaux in the United Kingdom through the Display & Video 360 interface.
The ASOS campaign generated around 22 million advertising impressions across the two countries where it ran.
A study conducted after the launch of the ASOS campaign concluded that adding digital out-of-home inventory to the action translated into a 14% increase in brand awareness and a 22% growth in brand consideration.
Google Display's move into out-of-home advertising is an opportunity for many brands looking to carve out a niche in the market to take the first step toward attracting and building loyalty with their target audience.
At Interaction, as an advertising agency in Costa Rica, we will continue to lead with innovation and progress alongside new technologies to deliver the best and most modern advertising work to our clients.
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