Google has been expanding its reach into the digital out-of-home (DOOH) advertising space in recent years, positioning itself as a major player in the industry. The company has been branching out into various forms of DOOH advertising, including billboards, public transit displays, and digital kiosks.
One of Google’s most notable moves into the DOOH space was the acquisition of JCDecaux’s digital kiosk business, which included a network of 7,000 digital kiosks in shopping malls, airports, and other public spaces. This acquisition allows Google to expand its reach into physical spaces, providing advertisers with a new way to reach consumers outside of the online world.
In addition to its kiosk business, Google has also been making moves into the billboard space. The company has been experimenting with new technologies, such as facial recognition and machine learning, to make billboards more interactive and engaging for consumers. Google has also been working with outdoor advertising companies to digitize their billboards, allowing them to be controlled and updated remotely.
Google’s move into the DOOH space is also being driven by the growing popularity of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences using data and automation, making it more effective and efficient than traditional advertising methods. Google has been working to integrate programmatic advertising into its DOOH offerings, allowing advertisers to more easily reach their desired audiences.
One of the ways Google is doing this is by partnering with major brands, such as McDonald’s and Subway, to offer programmatic DOOH advertising. These partnerships allow advertisers to use Google’s data and targeting capabilities to reach consumers in specific locations at specific times.
Google has also been making moves into the public transit space, with the company partnering with transit agencies to install digital displays on buses and trains. This allows advertisers to reach consumers while they are on the move, providing a new way to reach audiences that may not be reached through traditional online advertising.
In addition to its partnerships with brands and transit agencies, Google has also been developing its own DOOH advertising products. The company recently launched a new product, called Google DOOH, which allows advertisers to reach consumers through a network of digital billboards and kiosks. This product is designed to be easy to use, with advertisers able to create and launch campaigns with just a few clicks.
Overall, Google’s branching out into DOOH advertising is a significant move for the company, as it positions itself as a major player in the industry. Google’s ability to integrate programmatic advertising and its vast data and targeting capabilities into its DOOH offerings will provide advertisers with a new and effective way to reach consumers. As more and more brands and transit agencies continue to adopt digital displays, Google’s DOOH offerings will become even more in-demand, making it a formidable player in the digital advertising space.
However, it’s important to note that Google’s DOOH advertising is not without its challenges. One of the biggest challenges for Google is competition, as other companies such as Facebook, Snapchat and Amazon are also starting to explore the DOOH space. Additionally, the traditional out-of-home advertising companies are also becoming more sophisticated with their own digital capabilities, which may challenge Google’s ability to differentiate its offering.
Another challenge for Google is the issue of data privacy and security. Google has a vast amount of data on individuals, which it uses to target and personalize ads. As the public becomes more aware of the data companies collect on them, there is a growing concern over data privacy and security. This could lead to more regulations and restrictions on companies like Google, limiting its ability to use data in its DOOH advertising.
Despite these challenges, Google