Google Introduces Digital Out-of-home ads

As explained by Google:

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 with the efficiency of other digital channels. With a single plan, they can reach people on screens of all shapes and sizes. And, it can be done rapidly and efficiently.

This is a game changer in the marketing world for a number of reasons:

1. Elevates brand awareness
2. It allows brands to reach their national or global audience using a single tool
3. Brands can change messaging based on the location of the screen or time of day

There are some slight downsides that are to be expected:

1. The out-of-home ads will not be personalized
2. No Unique identifiers are used
3. No location data, however brands can reach people based solely on screen location

In Google’s announcement, they mentioned that marketers (I.E. Our team) will be able to activate, pause, and optimize these types of campaigns in near real-time via a single dashboard.

For all of us here at Libre, this is an exciting new tool that could be a big addition to large or localized brands, if you have the budget. Smaller brands may have a difficult time justifying the cost as the attribution will be difficult to measure tying back a ROAS. Either way, this is another reason why if you aren’t advertising on Google yet, you need to catch up.

If you’d like to read more, check out Google’s announcement here.