Post by Kevin Theodore, Media Director
Google recently announced its plan to test DoubleClick ad technology on out-of-home (OOH) billboards. Billboards continue to attract attention, but their continued relevancy is often in question:
But now, with the help of digital programmatic technology, billboards may become more effective.
WHY IS THIS HAPPENING? IMPACT on RELEVANCY
By using programmatic ad placements on billboards, ad relevancy could improve drastically:
WHAT’S IN STORE for the FUTURE?
Mobile beacons could further improve targeting and measurement. Potentially, brands could pin-point specific mobile users that may have viewed the billboard as an “impression.” Data from OOH advertising can then connect back to the brand’s holistic digital efforts. Brands also can tie back data from mobile devices to IP addresses when connected with other channels such as mobile, display, social, search and video. This will help attribute billboards as a touchpoint for conversion.
So what’s the hold up? The upfront cost is large, and it takes time to transition standard bulletin and poster billboards to a digital format. Some companies have already launched a form of programmatic OOH, but Google’s involvement could become the game-changer needed to make programmatic OOH a standard. Through a proven point of concept, DoubleClick can push its technology into the market and encourage the industry to adapt to digital, programmatic OOH.
To learn more about DoubleClick OOH ad technology, contact your Performics account team today.