Google out-of-domestic ads are to be had for show and 360

Google just announced out-of-home digital ads for Display & 360. New ad formats help engage shoppers when they’re “out in the real world” in front of screens in public places like stadiums, airports, bus stations, shopping malls, elevators, taxis and another.

How they work. With Display and 360 out-of-home digital ads, brands can leverage the same power of traditional advertising with public display placements, all in one dashboard where they can control strategy, reporting and optimization.

Digital out-of-home ads also allow brands to play multiple versions of their message and can be based on location and time of day.

Google Program Partners. “Display & Video 360 already works with Hivestack, Magnite, PlaceExchange, Ströer SSP, VIOOH and Vistar Media exchanges. These exchanges provide access to major media owners worldwide such as ClearChannel, Intersection, JCDecaux, Lamar and Ströer. All of this inventory can be secured through programmatic deals.”

Limited targeting and personalization. Google says that digital out-of-home ads are not personalized and do not use any unique identifiers or user location data. However, advertisers they are they can reach people based solely on contextual information such as screen location.

For example, Google says a fast food business can quickly advertise on a billboard in a busy place during lunch. Later that day, the same billboard may promote a concert or event.

Early testing. Retailer ASOS used digital billboards in high-traffic areas to increase brand awareness and encourage passers-by to visit their online store. Their marketing team arranged programmatic deals with leading publishers such as Intersection in the US and JCDecaux in the UK and booked hundreds of digital billboards, generating 22 million views across both countries.

Learn more about digital out-of-home ads. You can read Google’s announcement here. If you are interested in purchasing inventory outside your home, you can visit Display & 360 help documentation.

Why do we care? Digital out-of-home ads are similar to traditional billboards, but instead of paying to have your ad appear in one location all the time, you can choose to have your ad appear at specific times in multiple locations.

These new types of ads may work well for national or global brands such as ASOS, Nike, McDonald’s or Facebook, but small and local businesses may find it harder to justify their use. If you can’t pinpoint the audience you’re targeting and can only adjust their location or screen type, it’s probably not a solution for brands hyper-targeting a specific demographic or audience. But if you’re on a budget, it might be worth trying out some of the places you operate.

About the author

Nicole Farley is an editor for Search Engine Land, covering all things PPC. In addition to being a Marine Corps veteran, he has an extensive background in digital marketing, an MBA, and a penchant for true crime, podcasts, travel, and snacking.