Google Outside Pilot Brings Location Based Search to DOOH

A digital screen featuring the programmatic creative DOOH campaign 'Google Outside'

Google has launched a location based Digital Outdoor campaign serving up geo-targeted search results to bus shelters and tube stations across London. As part of a pilot scheme, called “Google Outside”, the screens adapt Google Now smartphone technology – to provide people with information about their location, such as nearby restaurants, tourist attractions and businesses.

The creative displays the Google search bar and runs through a number of search terms and results for nearby, food, shopping, or points of interest. The results are tailored to the location of the screen, time of day, and also take into account things like the weather – providing information about a local cinema’s on rainy days, for example. Content is refreshed throughout the day and delivered via OpenLoop, the Digital Out of Home campaign management dashboard.

The pilot was created by R/GA London and Google, produced by Grand Visual, planned and booked by Talon and Manning Gottlieb OMD. The campaign runs across 100 Clear Channel UK bus shelters, and 60 CBS Outdoor London Underground XTP screens.