1. Brief
Use Google’s marketing approach of right audience, right message, right moment from the digital world into OOH advertising.
2. Response
We extended Google’s DoubleClick technology to out of home audiences and inventory for the first time, effectively turning London into a physical website where panels were purchased like ad units on a webpage.
We integrated our OpenLoop technology to deliver ads to digital OOH in real-time, measuring and optimising campaign delivery through PlayTrack, a real-time digital OOH reporting platform.
3. Results
We achieved huge and unprecedented efficiencies with a 45% increase in media efficiency and a 54% increase in contextual relevance.
