If you follow any PPC news, you’ve likely read about Google’s new out-of-home offering through Google Display & Video 360.
You’ve probably also wondered if this has any impact on your Display or video ads…or maybe even what out-of-home advertising is to begin with.
Long story short, this probably doesn’t apply to you if you’re a small business, but it’s still good information to know. Read on to get the details.
So here’s what Google’s August 25 announcement says:
Today, we’re making digital out-of-home ads available to all Display & Video 360 users so that they can reach people out in their real-world journey with the efficiency of programmatic technology.
To understand what this means, there are some terms you need to know:
Images sources: EMC Outdoor and Startup Guys
So basically, Google is saying that its DSP can now be used for out-of-home placements too, as opposed to just on websites.
Note that programmatic digital OOH (DOOH) (so many oohs and aahs) advertising is not new to the industry. Many providers already offer it; this is just new to Google’s suite of products.
Programmatic advertising through DV360 is one of Google’s enterprise-level products, so this announcement is applicable to bigger businesses looking for an automated way of showing ads on public screens. As Google states:
Centralizing buys and automating out-of-home campaigns is particularly effective for brands with international footprints.
The case study Google provides in its announcement is Asos:
In other words, this is probably not going to be applicable to you if you’re a small business. Yes, small businesses run display ads and video campaigns in Google Ads, but they don’t often do so programmatically through DV360.
That is quite the mouthful, isn’t it?
Now this could become an option for you as you grow and scale your paid media strategy. If this is the case for you, one thing you should know is that DOOH ads through DV360 are done through contextual targeting only (as opposed to audience, interest, or keyword targeting), so the ads cannot be personalized.
As Search Engine Land points out:
These new ad types may work well for national or global brands like ASOS, Nike, Mcdonald’s, or Facebook, but small and local businesses may have a tougher time justifying their use. If you can’t specify the audience you’re targeting, and can only adjust their location or screen type, it’s 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.
So the main value-add here is that Google is taking the ease of use and flexible collaboration functionality that DV360 offers and making it accessible for DOOH ads. This is what a demand-side platform is used for in programmatic advertising (as opposed to, say, the supply side platform)—making preferences for placements, managing budget, designing creative, and more.
So now you know a little more about the world of programmatic! Which means that now you’ll see those ads in the subway, at the ball park, and on a gas station TVs a little differently 🙂.
Kristen is the Senior Managing Editor at WordStream, where she helps businesses to make sense of their online marketing and advertising. She specializes in SEO and copywriting and finds life to be exponentially more delightful on a bicycle.
See other posts by Kristen McCormick
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