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The Future of Out-of-Home Advertising (OOH) Advertising is Digital: Google Unveils New Display & Video 360 Innovations

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https://www.linkedin.com/pulse/future-out-of-home-

04 November 2022
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The Future of Out-of-Home Advertising (OOH) Advertising is Digital: Google Unveils New Display & Video 360 Innovations


Google announced that Digital Out-Of-Home (DOOH) ads will now be available for display and Video 360. This is huge news; seriously, this could be a huge addition to your promotions; just consider the possibilities...
Think about your digital marketing and digital targeting efforts in specific regions and areas...
Imagine it in public places, such as malls, stadiums, airports, and bus stops...
Imagine how innovative these advertisements will be!!!
In the last few decades, out-of-home advertising has come a long way. With the help of a strategically placed billboard or bus shelter advertisers can reach their target audience in a number of ways, from print billboards to digital out-of-home media. As more people turn to digital devices as their primary source of information and entertainment, the future of out-of-home advertising is becoming digital.
That's right, digital out-of-home advertising will become even more common in the near future. So, what does this imply? Read on more info into how Google will reshape out-of-home advertising with its new innovations in display and video 360 technologies. 
OOH, advertising will be more targeted.
The trend towards more location-based, personalized advertising is one of the most important trends in digital OOH advertising.
This means that the advertisements you see on bus stops and subway trains in your city will be more relevant and will fit the context of your surroundings. For example, if you're walking through town and come across a bus shelter with a digital advertisement for a nearby coffee shop, it'll feel less like a billboard in the middle of nowhere and more like a conversation starter with a familiar local business. The internet of things (IoT) makes this location-based trend possible. Cities are rapidly becoming IoT-enabled, with a variety of sensors collecting data on everything from air quality to traffic patterns. This data can be shared with advertisers to allow for more personalized advertising. ASOS.com, a leading fashion e-commerce retailer, decided to use digital billboards in high-traffic areas to increase brand awareness and arranged relevant Programmatic Guaranteed deals with leading publishers such as Intersection in the United States and JCDecaux in the United Kingdom. This strategy allowed them to concentrate on a single platform to buy, measure, and implement the campaign, resulting in 22 million viewed impressions across two countries.
Video is one of the most important marketing tools in the modern era.
Over 80% of all internet traffic is video. Video already has a significant presence in outdoor advertising, and this presence will only grow as 360 video becomes more popular.
 What exactly is 360-degree video?
360video is a type of video that allows you to see a scene from all angles, as if you were there in person. It is also referred to as virtual reality (VR) and augmented reality (AR). This means that in the world of out-of-home advertising, advertisers will be able to use digital boards and screens to create immersive, virtual reality, and augmented reality experiences in public spaces.
A perfect example is when Burgerking (in Brazil) launched their "Burn That Ad" augmented reality campaign - in summary, Burger King encourages customers to use the Burger King app and "Burn" the OOH ad of their competitors using the power of augmented reality. The customer saw the ad on the app being burned away and replaced with a Burger King ad informing them that they had earned a free whopper. Watch the video to see what I mean - it's a fantastic campaign!!!
Digital out-of-home ads will be highly targeted.

Another trend in digital OOH advertising would be increased targeting. Advertisers will be able to precisely target their audience based on a variety of factors, including age and gender, location, online browsing history, and more. This is made possible by advances in artificial intelligence (AI) and machine learning. Suppose that a company wants to raise brand awareness for a new product, say a chocolate bar. The brand could create a digital out-of-home advertisement featuring a picture of the new chocolate bar, as well as the product's price and place of purchase. Then, AI will be able to match the ad with nearby people who have expressed interest in the product or are likely to be interested in making a purchase.
Google sees great potential in robotics and AI.
Google, one of the world's most recognizable brands, is constantly looking for new ways to expand its operations. Google is looking for new ways to harness the power of AI and robotics as out-of-home advertising becomes more digital. That's right: the online search and advertising company is working to incorporate robotics and artificial intelligence into its out-of-home advertising efforts. Google has collaborated with JCDecaux, a major OOH advertising company, to create a new outdoor digital network. This network will be powered by artificial intelligence and robotics, allowing it to process and analyze data much more efficiently than human-run networks. This network will also be able to change advertisements, in real time based on a variety of factors such as weather and nearby events, making it even more effective than traditional OOH advertising.
Because we make our out-of-home inventory available through DSPs like Display & Video 360, marketers can plan and optimize all digital channels in one place. It provides more control to brands like ASOS, which can improve brand and performance metrics.
Dom Kozak - Head of Programmatic, JCDecaux UK
Summary
The future of out-of-home advertising is digital, and it will be more personalized and location-based. This is due to the rise of 360 video, advances in AI, robotics, the metaverse, web3, and the overall digital transformation that every industry is undergoing. It was only a matter of time before Google introduced Digital Out-Of-Home (DOOH) which gave us the ability to better target.
 

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