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)
CONTRIBUTOR
Simon PerkinsSHARE
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)
CONTRIBUTOR
Simon PerkinsSHARE
