Following the successful pilot of the Google Outside in November 2012, Google ran a more extensive version of the campaign in September 2014. Promoting the Google Search smartphone app, the dynamic DOOH campaign served up geo-targeted search results to rail, roadside, bus shelter, and Underground screens in London and the South-East. As well as reaching more locations, creative offered a greater variety of content.
Drawing on the key functionality and visual elements of the app, content was based on eighteen “story” types and tailored dynamically to each screen’s location to display information about local restaurants, shops, attractions, and events. Time of day and weather conditions were also factored in to deliver useful information at an appropriate time. Real-time feeds and dynamic content delivery were managed by OpenLoop, and analytics revealed that approximately 2000 “stories” were displayed each day.