Google Programmatic BuyingShopping with Google Programmatic
Can Google do what others can't?
GEOWoche's message last weekend was that Google wants to make a trip to the Out-of-Home (OOH) advertisement in Germany. While programmatic OOH is nothing new (the automatic purchase of digitally controlled exterior space) and allows marketers to modify their messages according to variable such as timing, date, wheather and sport results, Google's trumps are the personality information they have control over, partially via the Android smart phone OS.
That' s not exactly new, as Google experimented with DoubleClick and OOH in London in 2015 and other incumbent OOH gamers have mobile phone connectivity, but Google's capacity to merge datasources and its programmatic advertisement skills make every new interest clear. In fact, Bloomberg goes so far as to suggest that Google might be interested in getting its fingers on the London Underground signs and that buying Exterion Media Holdings Ltd, which owns the deal, would be a way of doing so.
So I contacted some programmatic and OOH professionals to get their opinions. Can Google do what others can't? Google's greatest asset is the abundance of interest and site information it can gather across multiple product lines. Google's ability to address and monitor across devices and enable marketers to assign attributes is the most powerful usability tool Google can offer the OOH family.
The integration of Google's dataset opens up many interesting possibilities for the retail trade - for example, the scheduling and optimization of campaign based on travel times or typically on the way to the branches. In addition, it further enhances the confidence and visibility of Google that marketers can see all facets of the trade, its positioning as an OOH platforms.
It is likely that Google will buy property via partnerships rather than buying it directly. Google Beacons - the in-store track and trace solution used by many of the world' top retail brands - would be an interesting complement to the OOH mixed technologies. Given that many marketers are already following off-line frequency and buying links and images of customers' clicking and buying, Google's technologies could provide a better understanding of how OOH affects behavior throughout the entire travel experience.
Is Android' public information really going to be adding something to the OOH business? We are already seeing how marketers are using portable site information to identify motion pattern and high-impact targets. Over the past few years, OOH has grown enormously, but there is room for more business expansion with more information, technology and investments from huge companies like Google.
Google users will all have a big impact on the gameplay - no one else will come near, not even Facebook. Google owns information that could really question the buying behavior within OOH and is not only unique to Android. Rather than buying wide demographics, you can target the places visited by those with a certain credibility, a certain musical flavor, or a certain website story - and buy your advertisements there.
Opportunities with this information are enormous. Whilst there is already a great deal of geoanalytical information on the market - at Posterscope, for example, we use over 40 different site records for our campaigns - the ability to use Android information on hard copy is thrilling. As with everything else, the demon will be informed in detail about how much information can be disclosed to consumers without crossing ethic and regulatory barriers.
Of course, but this is Google. Out of home's strength lies in its one-to-many capability, so shoppers don't need information at a single, highly sophisticated customertier. VIOOH incorporates all information resources into the design, report and measurement of campaigns, which are anonymous and aggregate to provide maximum protection for users.
As every Datenanbieter also Google must keep this high measure of protection of consumers and be GDPR-compliant if it concerns Android-Daten. Seems the tecnology is already pretty advanced. In fact, I believe the underlying technologies are still in their early stages; there is so much more that can be improved so that brand names and agency partners can provide consistent promotional messaging and experience across all types of communication platforms, OOH included.
There will be a clear concentration in the near term on continually enhancing and streamlining the purchaser's expertise, and the industries and engineering skills of purchasers and vendors will determine how out-of-home technologies will develop. In my opinion, the emphasis will continue to be on information accuracy and enable marketers to improve their customers' usability across all mediums and develop more integrated, targeted marketing initiatives.
The OOH has the possibility to get people's medias on the road; and this is a very interesting occasion if we get the chance, especially if we consider the effect of autonomic automobiles on the audience's capacity to absorb more information on the road. Some of the most beneficial impacts that Google could have on the OOH sector is our appreciation of attribute or marketing campaigns.
Googles Google OOH dataset and cross-campaigning could potentially take us into a new age where we can achieve even better cause and effect effects for marketers by optimising and advancing better results for the actual OOH kit, but also give more reason for those who don't want to spend on the media to go on boards.