Google is wearing another advertising hat and announced its new offering ‘Digital-out-of-home’(DOOH) ads in Display &Video 360. The blog announcement says,
“We’re making digital out-of-home ads available to all Display & Video 360 users so that they can reach people out in their real-world journey with the efficiency of programmatic technology.”
It means the Display & Video 360 management tool can now be used to buy screens in public places such as stadiums, airports, bus stops, shopping centers, elevators, and even some taxis. Is this move by the tech giant embraced by all? To understand further, let’s know the basic terms first:
Google Display & Video 360 (DV360): It’s the name for Google’s demand-side platform (DSP). Google Display & Video 360 enables advertisers to manage their reservation, programmatic, and programmatic guaranteed campaigns across display, video, TV, audio, and other channels, all in one place.
DSP: Demand Side Platform (DSP) provides the technology that allows advertisers to bid and buy inventory directly from publishers or from ad exchanges.
Programmatic advertising: This is the automated buying and selling of ad inventory. Many businesses run display and video ads manually through the Google Ads platform. While for high-ended software one can use, for example, DV360, Trade Desk, or MediaMath. This is programmatic display advertising.
Essentially, Google is expanding the use of its DSP beyond website placements to out-of-home advertising as well.
Shreya Mathur, product manager at Display & Video 360, announced in the Google blog,
“Brands can combine the emotional power and captivating formats of traditional OOH advertising with the efficiency of other digital channels. With a single plan, they can reach people on screens of all shapes and sizes.”
With digital out-of-home ads in Display and 360, brands can reach people based on contextual information same as traditional advertising with placements on public screens with programmatic ease and flexibility. Businesses can also design their OOH Ads using a variety of templates and custom design options, and they can track the performance of their ads using the Google Ads dashboard.
With Google knowing everything, can personalized ads be a reality? Indeed, a great idea but not commercially viable. DOOH relies on the screen and a lot depends on display time. The ROI is higher on advertising addressing a group of people than on an individual. Digital out-of-home ads enable brands to run multiple versions of their message and can be based on location and time.
So, ads placed through Display & Video 360 are not personalized, and will not use individual identifiers or any user location data. Instead, advertisers can reach people based on contextual information of the screen location. For example, a fast food spot can quickly advertise on a billboard in a bustling business district during lunch hour for office workers to see. Later that day, the same billboard can promote an upcoming performance at a nearby concert venue.
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.
In recent years, the DOOH space has grown tremendously. The tech giant has entered into partnerships with various DOOH providers, such as JCDecaux and Outfront Media, to integrate its digital advertising platform into outdoor advertising displays.
The fashion retailer ASOS conducted a geo experiment with JCDecaux’s measurement partners to evaluate the impact of digital out-of-home ads on brand metrics. As per Google, a 14% increase in brand awareness and a 22% increase in brand consideration in exposed vs control areas.
One reason for Google’s entry into DOOH is the increasing popularity of this advertising medium. DOOH has seen significant growth in recent years, with the global market estimated to reach $14.3 billion by 2028. This growth is driven by advancements in technology, such as the proliferation of digital screens and the integration of mobile and social media into DOOH campaigns.
Another reason is the ability to target specific audiences. With its vast data collection capabilities, Google is able to use location-based data to target specific consumers in specific locations. This allows advertisers to reach their desired audience with more precision and effectiveness than traditional forms of outdoor advertising.
Additionally, Google’s entry into DOOH allows for more engaging and interactive advertising experiences. With the integration of its digital advertising platform, advertisers are able to use features such as augmented reality and interactive displays to create more immersive and engaging campaigns. This not only increases the effectiveness of the advertising but also enhances the consumer experience.
Furthermore, it allows for better measurement and tracking of advertising campaigns. Through the use of its digital advertising platform, Google is able to provide advertisers with detailed insights and analytics on the performance of their campaigns. This allows advertisers to make data-driven decisions and optimize their campaigns for maximum effectiveness.
The impact of Google’s entry into the OOH arena on competitors will depend on the specific competitors and the market dynamics. Some competitors may see it as a threat, while others may see it as an opportunity to collaborate or differentiate themselves in the market. Ultimately, the impact on competitors will depend on how well Google’s OOH advertising products and services are received by businesses and consumers, and how well they compete with existing offerings in the market.
DV360 DOOH ads are contextually targeted only, so brands can effectively grow and scale paid media campaigns. As Search Engine Land points out:
These new ad types may work well for national or global brands like ASOS, Nike, Mcdonald’s, or Facebook, but small and local businesses may have a tougher time justifying their use. If you can’t specify the audience you’re targeting, and can only adjust their location or screen type, it’s likely not a solution for brands hyper-targeting a certain demographic or audience. But if you have the budget, it may be worth it to test a few cities where you operate
Certainly, Google offering DOOH media advertisement options to all DV 360 users will make it easily accessible and flexible. It will engage shoppers when they are out in the real world in front of the screens in public places like subways, gas stations, or airports. It will change the rules of the games due to its massive reach and will be interesting to see if it conquers the offline advertising space.
Read More: All You Need To Know About The Rise Of DOOH Advertising
