Google Opts For Out-of-Home Digital Ads That Could Benefit Charity Campaigns

Google has made digital out-of-home ads available to all Display & Video 360 users. This includes screens in public places such as stadiums, airports, bus stops, shopping malls, elevators, taxis and more.

This means that with one plan, brands can quickly reach people on screens of all shapes and sizes. They can also activate, pause, and optimize out-of-home digital campaigns in near real-time, and tackle everything from strategy and activation to reporting and optimization, all in one place. The digital out-of-home also allows brands to run different versions of their messaging based on screen location or time of day.

Google made the announcement in a blog post by Shreya Mathur, Product Manager, Display & Video at the end of August.

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Out-of-home digital ads placed through Display & Video 360 are not personalized, but allow advertisers to reach people based on contextual information of screen location. In his blog, Mathur gives the example of a fast food spot on a billboard in a business area during lunch hour for office workers. Later that day, she says, the same billboard might promote an upcoming performance at a nearby concert hall.

Display & Video 360 already partners with Hivestack, Magnite, Place Exchange, Ströer SSP, VIOOH and Vistar Media exchanges, giving users access to major media owners around the world such as Clear Channel Outdoor, Intersection, JCDecaux, Lamar and Ströer.

In a LinkedIn post sharing the news, Platypus Digital Chief Executive Matt Collins said it meant a charity could go “hyper-local with its campaign.”

“Let’s say you’re campaigning for Lambeth Council to make a pledge that furthers your charity’s mission. If people on the streets of Brixton see these adverts, they will find out that the campaign exists. The more they see it, the more they will care. »

Backing that up with an announcement to sign your petition on Google or Meta would give this local campaign a huge boost, he added.

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