87 Marketing Trends found for Media / Out-of-home

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Google Moves Into Billboard Advertising in UK

Trend Summary: Google is running proof of concept tests in the UK, trialling ads on digital billboards via its DoubleClick advertising platform.

The tests, running in several markets in the UK, rely on data such as local weather, travel information and sporting events to determine which ads to serve. However, targeting passersby with digital out-of-home is more complicated than ads running on the internet. For example, if it's a cold day the ads may serve up information on ....

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... a warm soup or beverage, although the system doesn't rely on local search data.

However, although the ads can't target specific individuals, the system is likely to rely on aggregated data from local searches via mobile devices and desktops to trigger the ads.

According to one report, the billboards might rely on wireless signals from mobile devices which activate targeted ads. However, if the passing audience isn't the right one to receive a specific ad, the technology then opts not to serve that ad. 

A Google spokesman denies, however, that the system relies on search data: "The trial doesn't currently rely on data from wireless signals", insisting that "this is just an experiment with some media agencies in the UK. No product is currently in development".

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q4 2015 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6741

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