Posters go programmatic: Google expands DOOH ads into 360 display ad network

Placements combine traditional channels with the digital efficiency of programmatic, adjusting messages throughout the day

Google Display & Video 360 (DV360) users can now place ads in digital out-of-home (DOOH) spaces with high footfalls including billboards, concert venues, bus stops, airports, shopping centres and even taxis. 

Google’s latest addition to its ad planning tool helps brands reach customers in their real-world journey with the efficiency and flexibility of programmatic technology.

Marketers can buy the ad space in almost real time and activate, pause, and optimise in one place. The placements can run different versions of a brand’s messaging based on location of the screen or time of day.

For example, a fast food spot can advertise in a high footfall area during lunch hour. Later that day, the same billboard can promote an upcoming performance at a nearby concert venue.

Centralising buys and automating out-of-home campaigns is particularly effective for brands with international footprints, reported Google. It gives them a chance to reach their global audience using a single tool. 

DV360 already partners with exchanges Hivestack, Magnite, Place Exchange, Ströer SSP, VIOOH and Vistar Media.

ASOS adopts digital billboards

ASOS has already begun using the tool, selecting digital billboards with the map UI, and arranged Programmatic Guaranteed deals with publishers including Intersection in the US and JCDecaux in the UK. 

The online fashion retailer booked hundreds of digital billboards, generating 22 million viewed impressions across the two countries.

JCDecaux UK’s Head of Programmatic, Dom Kozak, commented: “Making our out-of-home inventory available through DSPs such as DV360 enables marketers to plan and optimise all digital channels in one place. It gives brands like ASOS more control which can improve brand and performance metrics.”