DV360 is now available on DOOH ads

Google are making digital out-of-home ads available to all Display & Video 360 users so that they can reach audiences with the efficiency of programmatic technology. This includes screens in public places such as bus stop, stadiums, airports , shopping centres, elevators, taxis and more.

Consumers are constantly moving between touchpoints and formats, and brands need the right tools to keep up. Therefore, digital out-of-home is an increasingly popular option that brings the best of digital technology to a traditional advertising medium.

With digital out-of-home ads in Display & Video 360, brands can combine the emotional power and captivating formats of traditional out-of-home advertising, but mixed with the efficiency of other digital channels. Using DV360 with digital out of home marketers can activate, pause, and optimise their campaigns in near real time.

Google said, “Centralizing buys and automating out-of-home campaigns is particularly effective for brands with international footprints. It gives them a chance to reach their global audience using a single tool. Today Display & Video 360 already partners with exchanges Hivestack, Magnite, Place Exchange, Ströer SSP, VIOOH and Vistar Media. These exchanges give access to large media owners around the world like Clear Channel Outdoor, Intersection, JCDecaux, Lamar and Ströer. All of this inventory can be secured via programmatic deals.

Another benefit to programmatic digital out-of-home is the flexibility it provides. While traditional buying tactics are usually geared toward one general region, digital out-of-home allows brands to run different versions of their messaging based on location of the screen or time of day.”

Additionally, digital out-of-home ads placed through Display & Video 360 are not personalised, and Google doesn’t use individual identifiers or any user location data. However, advertisers can reach people based on contextual information of the screen location, with the flexibility and ease of programmatic. For example, a fast food spot can advertise on a billboard in a busy city during the lunch hour for office workers to see. Later that day, the same billboard can promote an upcoming performance at a nearby concert venue.

When measuring ad impact, publishers provide Display & Video 360 with an impression multiplier, which estimates the number of people who may have seen an ad. This estimate enables advertisers to properly 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 like Geopath.