ANDY TILLEYGOOGLE OUTSIDE

Demonstrating the potency of creating content for context

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GOOGLE OUTSIDE: CAMPAIGN OVERVIEW

Google brought the magic of Search to the London streets and underground

DOOH screens in Bus Shelters and LU stations became smart, context-aware and unique

Powered by Google Search, each screen genuinely useful, entertaining information, in each of 160 different locations

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GOOGLE OUTSIDE: CAMPAIGN OVERVIEW

Google Outside anticipated consumer needs…..

Each screen was individualised

Location-specific unique content was created using real-time data from dozens of live sources

The aim was to achieve contextual relevance reflecting factors such as day of week, time of day, weather, location, audience mindset and screen type

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GOOGLE OUTSIDE: CAMPAIGN DELIVERY

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HERES HOW IT LOOKED ON THE STREETS

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METHODOLOGY

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RELEVANCE AND IMPORTANCE OF LOCATION FACTORS

Activity

Time of Day

Wider context

Unique time/place

Location

0 10 20 30 40 50 60

28

28

29

42

49

How relevant are the following to the Google Outside Ad experience – VERY relevant

All ExposedTotal agree

(Very + Quite

relevant

49 93

30 89

29 90

31 77

28 77

LOCATION is the key attribute – Time of Day becomes more important to the exposed audience / younger & those recalling formats show higher relevance

Recall Bus shelter or

Tube

49

30

29

31

28

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FOUR KEY ELEMENTS OF OUT-OF-HOME CONTEXT

1 Location

2 Moment

3= Environment

3= Activity & Mindset

content relevant to location & time of day resonated most

strongly

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SUMMARY OF RESEARCH FINDINGS

The importance of location specific messages for relevance and engagement

How the experience can drive brand connection and positivity

How digital OOH can amplify the brand advertising experience

How these elements can drive behaviour change

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THE WIDER IMPLICATIONS FOR OOH

Technology is the enabler not the idea

Content created for context is highly potent in driving effectiveness

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AND FINALLY….

Best Use of Digital in Outdoor

"A brilliant campaign that helped people to get more out of their city. It was technically fabulous and genuinely useful." Judges' comment