Briefing

What are digital out-of-home ads?

Capturing customers in the right moments has long been a guiding principle of programmatic. The rule is ever wise as customer journeys continue to be increasingly convoluted, moving between potential touchpoints and channels.

On the 24th of August 2022, Google added another tool to their toolkit by releasing that Digital out-of-home (DOOH), the ability to advertise in public environments via digital billboards and outdoor screens, can now be bought through Display & Video 360 (DV360).

What does the availability of DOOH through DV360 mean for advertisers?

The combination of programmatic technology and traditional out-of-home (OOH) formats is compelling for marketers, offering greater flexibility and reach.

Brands now have more control over targeting when advertising OOH with the ability to be more relevant by incorporating contextual signals.

For example, a consumer technology brand can target office workers at train stations during their morning commute, but then later that day, a fast food brand can use the same billboard to encourage customers to grab a bite to eat if their train is delayed.

From within DV360 brands now have one view of all DOOH campaigns, allowing them to pause, optimise or reallocate budget across strategies or regions in one place. DOOH has transformed the speed in which this can be done.

How can I incorporate DOOH into my campaign planning?

Start working with your programmatic activation teams to audit DOOH exchanges and work with providers integrated with DV 360 to understand which inventory sources work best for your brand.

Begin to incorporate DOOH into your plans and build in measurement plans to understand uplift. A recent post-campaign study for an online retailer showed that the addition of DOOH added a 14% increase in brand awareness and a 22% increase in brand consideration in exposed vs control areas¹.

Lastly, if you have any questions or need specific recommendations, then please get in touch with our team today.

¹https://blog.google/products/marketingplatform/360/digital-out-of-home-ads-now-in-display-video-360/