{"id":5732,"date":"2022-08-25T20:42:10","date_gmt":"2022-08-25T20:42:10","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/08\/25\/google-out-of-home-ads-available-for-display-and-360\/"},"modified":"2022-08-25T20:42:10","modified_gmt":"2022-08-25T20:42:10","slug":"google-out-of-home-ads-available-for-display-and-360","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/08\/25\/google-out-of-home-ads-available-for-display-and-360\/","title":{"rendered":"Google out-of-home ads available for Display and 360"},"content":{"rendered":"<p>Google has just announced digital out-of-home ads for Display &amp; 360. The new ad formats help to engage shoppers when they\u2019re \u201cout in the real world\u201d in front of screens in public places such as stadiums, airports, bus stops, shopping centers, elevators, taxis, and more. <\/p>\n<p><strong>How they work. <\/strong>With digital out-of-home ads in Display and 360, brands can harness the same power of traditional advertising with placements on public screens, all in one dashboard where they can control strategy, reporting, and optimization. <\/p>\n<p>Digital out-of-home ads also allow brands to run multiple versions of their message and can be based on location and time of day.<\/p>\n<p><strong>Google\u2019s programmatic partners.<\/strong> \u201cDisplay &amp; Video 360 already partners with exchanges Hivestack, Magnite, PlaceExchange, Str\u00f6er SSP, VIOOH and Vistar Media. These exchanges give access to large media owners around the world like ClearChannel, Intersection, JCDecaux, Lamar and Str\u00f6er. All of this inventory can be secured via programmatic deals.\u201d<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/p><\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing&#8230;Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\" type=\"submit\" name=\"submit_button\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<p><strong>Limited targeting and personalization. <\/strong>Google says that digital out-of-home ads are not personalized and no unique identifiers are used, as well as no user location data. However, advertisers <strong>are<\/strong> able to reach people based solely on contextual information such as the screen location. <\/p>\n<p>For example, Google says a fast food business can quickly advertise on a billboard in a busy spot during lunch hour. Later that day the same billboard can promote a concert or event. <\/p>\n<p><strong>Early testing. <\/strong>Retailer ASOS used digital billboards in heavy footfall areas to generate awareness for their brand and drive passersby to visit their online store. Their marketing team arranged Programmatic Guaranteed deals with leading publishers like Intersection in the U.S. and JCDecaux in the U.K. and booked hundreds of digital billboards, generating 22 million viewed impressions across the two countries.<\/p>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/Asos_London.max-1000x1000-1-800x533.jpg\" alt=\"| Craig Hordlow\" class=\"wp-image-387534\" title=\"| Craig Hordlow\"><\/figure>\n<p><strong>Learn more about digital out-of-home ads.<\/strong> You can read Google\u2019s announcement <a href=\"https:\/\/blog.google\/products\/marketingplatform\/360\/digital-out-of-home-ads-now-in-display-video-360\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>. If you\u2019re interested in purchasing out-of-home inventory you can visit the Display &amp; 360 <a href=\"https:\/\/support.google.com\/displayvideo\/answer\/12488167\" target=\"_blank\" rel=\"noreferrer noopener\">help documentation<\/a>. <\/p>\n<p><strong>Why we care. <\/strong>Digital out-of-home-ads are similar to traditional billboards, but instead of paying to have your ad shown in one location, all the time, you can elect to have your ad shown at certain times, in multiple locations. <\/p>\n<p>These new ad types may work well for national or global brands like ASOS, Nike, Mcdonald\u2019s, or Facebook, but small and local businesses may have a tougher time justifying their use. If you can\u2019t specify the audience you\u2019re targeting, and can only adjust their location or screen type, it\u2019s 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. <\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/google-out-of-home-ads-available-for-display-and-360-387530\" target=\"_blank\">Google out-of-home ads available for Display and 360<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google has just announced digital out-of-home ads for Display &amp; 360. The new ad formats help to engage shoppers when they\u2019re \u201cout in the real world\u201d in front of screens in public places such as stadiums, airports, bus stops, shopping centers, elevators, taxis, and more. How they work. With digital out-of-home ads in Display and 360, brands can harness the same power of traditional advertising with placements on public screens, all in one dashboard where they can control strategy, reporting, and optimization. Digital out-of-home ads also [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-5732","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5732","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=5732"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5732\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=5732"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=5732"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=5732"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}