Google Goes Outside Once More to Deliver Dynamic Location-Based Content

Last November saw Google launch Google Outside, a location based dynamic digital out of home pilot scheme that served up geo-targeted search results to bus shelters and Underground stations in London. For September 2014, the award-winning campaign has been expanded to offer a greater variety of content, and reach more locations.

Devised by Google and R/GA, the campaign is based on the Google Search smartphone app, and in particular highlights the voice-activated aspects of the software. Creative draws on the key functionality and visual elements of the app, with content tailored dynamically to each screen’s location to display information about local restaurants, shops, attractions, and events. Time of day, and weather conditions are also factored in to ensure that screens deliver useful information to viewers at an appropriate time.

Based on eighteen “story” types — local restaurant information, movie information, or directions to a nearby attraction, for example — the creative allows for hundreds of permutations of each story drawn from genuine searches on the Google platform. Search data is supplemented by location information and data from the Google ecosystem, with the real-time feeds and dynamic content delivery managed by OpenLoop. Analytics from the first two weeks of the activity indicates that over 2000 “stories” are being displayed each day.

Jonathan Conway, Strategy Director, Talon said, “Digital OOH is the ideal channel to show Londoners how the Google Search app can make their lives simpler. Each day we’re delivering thousands of unique search stories, continually updated to deliver the right information at the right time to on-the-go audiences. A lot of work goes on behind the scenes, but when you see it working, it feels magical.”

Neil Morris, Founder of Grand Visual added, “This innovative, contextually-dynamic DOOH campaign is pushing the boundaries in terms of sheer data payloads and the hugely ambitious content distribution. Crucially the activity is supported by real-time monitoring of the dynamic feeds and playout.”

The activity will run for four weeks on 1,240 rail, London Underground and bus shelter screens, making it the largest dynamic, location-based DOOH campaign seen in the region. Beyond Central London, locations include Guildford, Gatwick Airport, Epsom, and Watford Junction.

The campaign is created by R/GA, with digital production by Grand Visual, and dynamic campaign management handled by OpenLoop, the dynamic digital out of home dashboard. Media is provided by Exterion Media, JCDecaux, and Clear Channel, and was planned and booked by Talon and OMD UK.