Media Media Planning and Buying Digital

Google adds digital out-of-home buys to Display & Video 360


By John McCarthy | Opinion editor

August 26, 2022 | 3 min read

Google has introduced digital out-of-home advertising into its Display & Video 360 ad planning tool, making it easier for marketers to create multi-platform campaigns in its ecosystem.


Digital out-of-home (DOOH) comprises of screens that can be regularly changed out and bought in almost real-time

Out-of-home (OOH) advertising comprises of outdoor ad panels and billboards. Digital out-of-home (DOOH) comprises of screens that can be regularly changed out and bought in almost real-time. Now Display & Video 360 users can buy screens in public places such as stadiums, airports, bus stops, shopping centers, elevators and even some taxis.

Shreya Mathur, product manager at Display & Video 360, announced in the Google blog: “Brands can combine the emotional power and captivating formats of traditional OOH advertising with the efficiency of other digital channels. With a single plan, they can reach people on screens of all shapes and sizes.”

She added that the consolidation will be especially helpful for brands with international footprints that can reach a global audience in a single dashboard. The service has now integrated inventory from exchanges such as Hivestack, Magnite, PlaceExchange, Ströer SSP, VIOOH and Vistar Media – and through that, the thousands of sites owned and operated by ClearChannel, Intersection, JCDecaux, Lamar and Ströer. These can all now be bought programmatically too – a big boon for a sector that once saw much longer execution times.

Mathur added: “Advertisers can reach people based on contextual information of the screen location, like a traditional OOH ad, but with the flexibility and ease of programmatic.”

ASOS was one of the first brands to try the tech and used its UK buys to drive footfall to nearby stores. It selected the digital billboards off an interactive map and secured Programmatic Guaranteed deals. Across hundreds of billboards it was reported to have generated 22m viewed impressions (a figure estimated by measuring proximity footfall).

A post-campaign study found that the addition of DOOH inventory to the campaign added a 14% increase in brand awareness and a 22% increase in brand consideration in exposed v control areas.

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