Last week, Google announced the arrival of digital out-of-home to their Display & Video 360 offering. Digital out-of-home has become an increasingly popular medium that has highlighted the efficiency of programmatic technology, allowing brands to engage with shoppers when making key decisions throughout their consumer journey.
Today Display & Video 360 already partners with exchanges including VIOOH, Hivestack, Magnite, Place Exchange, Ströer SSP and Vistar Media. These exchanges give access to large media owners around the world like including JCDecaux, ClearChannel, Intersection, Ströer and Lamar. Brands will now have the opportunity to benefit from the flexibility that digital out-of-home provides which includes allowing running different versions of their messaging based on the location or time of day in one centralised tool.
ASOS finds its fit with digital out-of-home in Display & Video 360
ASOS, one of the world’s leading online fashion retailers, wanted to find new and engaging ways to create fame on the high street whilst staying true to its digital roots. ASOS’ marketing team decided to use digital billboards in heavy footfall areas to generate awareness for their brand and drive passersby to visit their online store.
The online fashion retailer used Display & Video 360 to quickly select digital billboards with the map UI and arrange relevant Programmatic Guaranteed deals with leading publishers like Intersection in the U.S. and JCDecaux in the U.K. This streamlined approach allowed the brand to lean on a central platform to buy, implement and measure their campaign. As a result, the team fast tracked the process of booking hundreds of digital billboards, generating 22 million viewed impressions across the two countries.