October 2, 2022

Out-of-home advertising for Google Display & Video 360: What you need to know

Out-of-home advertising for Google Display & Video 360: What you need to know


If you follow any PPC news, you’ve probably 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 for starters.

out of home ad illustration by Google

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.

Google’s new out-of-home offering, simplified

So here’s what Google’s August 25 announcement says:

Today, we’re making out-of-home digital advertising available to all Display & Video 360 users so they can reach people in their real-world journey with the efficiency of programmatic technology.

To understand what this means, there are a few terms you need to know:

  • Google Display & Video 360 (DV360): Not to be confused with Google Display Campaigns and Google video campaigns, DV360 is a separate product. This is the name for Google’s Demand Side Platform (DSP).
  • DSP: A demand-side platform is a platform that advertisers use to advertise programmatically.
  • Programmatic advertising: This is the automatic buying and selling of advertising inventory. Many businesses run display and video ads manually (such as through the Google Ads platform). But if you use intelligent software to do it (like DV360, or Trade Desk, or MediaMath, for example), then that’s programmatic display advertising.
  • Out-of-home (OOH) advertising: These are advertisements that people see on public surfaces outside their homes, such as at bus stops and airports or even right on the bus. Digital OOH advertising can be controlled through programmatic advertising.

traditional vs digital out of home ad examples

Sources for images: EMC Outdoor and Startup Guys

So basically, Google is saying that its DSP can now be used for out-of-home placements as well, 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 this; it’s just new in Google’s line of products.

What this means for small businesses

Programmatic advertising through DV360 is one of Google’s enterprise-level products, so this announcement applies to larger businesses looking for an automated way to show ads on public screens. As Google says:

Centralizing purchases and automating out-of-home campaigns is particularly effective for brands with international footprints.

The case study that Google provides in its announcement is Asos:

Asos digital out of home ad example

In other words, it probably won’t apply 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 it programmatically through DV360.

Final Notes on Google Display & Video 360 Out-of-Home Ads

That’s quite the mouthful, isn’t it?

Now it can 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 advertising through DV360 is only done through context targeting (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 such as ASOS, Nike, McDonald’s or Facebook, but small and local businesses may find it harder to justify their use. If you can’t specify the audience you’re targeting, and can only adjust their location or screen type, this probably isn’t a solution for brands hyper-targeting a certain demographic or audience. But if you have the budget, it might be worth testing a few cities where you operate.

So the key value add here is that Google takes the ease of use and flexible collaboration features that DV360 offers and makes it accessible for DOOH advertising. This is what a demand-side platform is used for in programmatic advertising (as opposed to, say, the supply-side platform)—preferring placements, managing budget, designing creative, and more.

So now you know a little more about the world of programmatic! Which means you’ll now see those ads on the subway, at the ballpark, and on gas station TVs a little differently 🙂 .



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