Google is making it even easier to reach people when they’re “out in the wild” with new out-of-home (OOH) advertising opportunities via its Display and Video 360 Ads.Â
Announced just last month, Google says this new functionality allows advertisers to leverage the reach of traditional OOH with the added flexibility and ease of programmatic advertising.
With out-of-home opportunities, advertisers can push their messaging onto screens in public spaces, such as airports, stadiums, bus stops, shopping centers, elevators, taxis, and more.
Best of all, everything can be managed from a single dashboard inside Display and Video 360 campaigns — including the programmatic purchase, the implementation of ads, and the measurement along the way.
Programmatic functionality gives advertisers the ability to refine ads in real time, making it a win for brands that want to operate at the edge of what’s happening in the moment.
OOH Targeting is All About Contextual Advertising
If you’ve spent any time working in Google’s Display and Video 360 campaigns, then you know targeting revolves around unique identifiers such as location and behavioral data.
With the new out-of-home advertising opportunities via Google, advertisers can expect to reach audiences based on the contextual information of the screen location. Ads can be shown based on location and the time of day, increasing relevancy for brands looking to tap the public screen space.
For example, ad screens placed along city streets may show coffee ads to passersby during the morning rush while serving sports ads during the commute home. The element of context leads the way when it comes to OOH ads, as messaging may vary from urban stadiums to suburban shopping centers.
Enjoying the Benefits of Programmatic
Leveraging Google’s existing partnerships with ad exchanges and DSPs, advertisers will have instant access to the perks of programmatic advertising — including the ability to run multiple versions of ads during different times of day or according to the latest weather events. Again, this can all be easily managed through the Google Ads platform.
Examples of OOH in the Wild
To get you inspired for OOH advertising with Google, here are a few examples of what other brands are doing in the public space:
Starbucks
Starbucks is taking its fall-themed messaging to the big screens. These digital out-of-home ads are tempting people to start their pumpkin spice season a little earlier with compelling creative that drives people to the app.
Marvel Studios
Marvel Studios is creating an OOH experience for Guardians of the Galaxy. By strategically positioning its ads throughout this London movie venue, the studio is generating awareness for its upcoming adventure and driving viewers to the website for tickets.
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Kentucky Fried Chicken
Kentucky Fried Chicken is making people everywhere salivate with this highly visual, out-of-home ad. By putting its product front and center — with a bit of clever messaging – KFC is easily getting its brand top of mind and (hopefully) customers into its fast food locations.
ALDI
ALDI is taking advantage of multiple locations with its latest OOH campaign. From bus stops to airports, trains to streets, the ALDI messaging increases exposure and reach for the brand.
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