Not Signed-In
Which clippings match 'Digital Out-of-home' keyword pg.1 of 1
07 NOVEMBER 2015

Google trials DoubleClick enabled virtual out-of-home advertising

"Google has begun testing extending its DoubleClick ad technology beyond desktop computers and mobile phones to billboards.

The company is trialing a method for premium billboard ads to bought programmatically — using DoubleClick's automated processes, rather than having to manually place an order with an outdoor advertising company upfront — for the first time. ...

The idea is that passers-by will see the most relevant ads for the time of day and location they are in. If the passing audience isn't the right one to show an ad to, then the technology opts not to serve an ad.

Google's trial began earlier this month in London and will run until November. The ads are being served to premium digital screens in transport, roadside locations, and city centers across the UK. Google has bought the advertising placements upfront and is using DoubleClick to decide which ads for which of its brands are most appropriate to serve at particular locations and to determine the best time of day to display them."

(Lara O'Reilly, 30 October 2015, Business Insider)

1

2

3

TAGS

2015 • ad tech • ad technologyadvertising billboardsadvertising screensambient intelligenceautomated messagesbillboard • Business Insider Inc • Co:Collective (agency) • context awarenessdigital advertisingdigital advertising screensdigital billboardsdigital out-of-homedigital screensdigital signs • Essence (agency) • Euston Road • Google DoubleClick • Google Media Lab • GrandVisual • hypermediacyJCDecaux • London Waterloo Station • Ocean Outdoor • Old Street roundabout • OMD UK (agency) • OOH advertising • OOH media • OpenLoop • out of home advertising • out-of-home (OOH)outdoor advertising • Outdoor Plus • passer-bypervasive advertising • programmatic billboards • programmatic out-of-home advertisingproof of concept • R/GA (agency) • real-time advertising • Rubicon Project • Silicon Roundabout • Talon (agency) • targeted advertising • Tim Collier • TubeMogul • ubiquitous advertising • Vauxhall roundabout • virtual outdoor advertising • Xaxis

CONTRIBUTOR

Simon Perkins
15 JULY 2014

Mail order fashion company La Redoute explores Adaptive Advertising

"the brand created a series of billboards displaying items that relate to the current temperature. For example, when it gets cold the model on the billboard is covered in warmer attire. When hot, the model loses some layers for more appropriate garments. How do the billboards work? Each display is fitted with rain and temperature sensors that track the changes in weather instantly. These indicators are the brains that drive the product visuals consumers see."

(Rory Kaluza, 19 September 2013, Branding Magazine)

1

TAGS

2013ad technology • adaptive advertising • advertising billboardsambient intelligenceBBDOcontext awarenessdigital advertisingdigital billboardsdigital out-of-home • fashion retailer • La Redoute • live weather billboard • mail order • out-of-home (OOH)outdoor advertisingParispervasive advertising • precipitation • programmatic out-of-home advertising • rain sensor • real-time weather changestemperature analysisweather • weather conditions • weather sensor

CONTRIBUTOR

Simon Perkins
Sign-In

Sign-In to Folksonomy

Can't access your account?

New to Folksonomy?

Sign-Up or learn more.