The 800-pound Advertising Gorilla is about to Enter OOH
"Minority Report's" Billboards are here and Google’s Bringing It
Alphabet’s Google is partnering with OOH
using its mobile tracking data to deliver ads to you.
Here is word of a potential sea change in the Advertising and Out of Home Industry.
Its been coming for sometime and in some ways is happening already, just not the direct magnitude being proposed. According to German news WirtschaftsWoche, Google has been pitching ad agencies in Germany with its advertising opportunities in partnership with OOH Companies. Google will access its location-based mobile data, couple it with those similarly targeted demos delivered by specific location-based OOH billboards who fit the mobile data. The first blush of an example might be, a downtown concert venue where street furniture, transit shelters, and other Digital OOH will message the specific concert going fans with a brand, (fashion, alcohol) who seek the same demo. They propose to do so using programmatic. Quite a trifecta of high-tech coming together with Outdoor Advertising.
Do we see Google buying Outdoor companies as Netflix did Regency? The future maybe more predictable than we think.
Predicted in 2002 to happen in 2054. It’s deep shades of Steven Spielberg’s, science-fiction film, “Minority Report. ” Very soon we will all be Chief John Anderton, (Tom Cruise) not running for our lives, but to the timely barrage of personal messages targeting us, as we go about our daily lives.
Read the complete story from Bloomberg, written by Alex Webb below.
Google may be about to pair all that data it has on users’ web browsing with the ads displayed on public billboards. Creepy? Maybe. Inevitable? Almost certainly.
The Alphabet Inc. unit is in talks in Germany about pushing into out-of-home advertising – billboards in stations, shopping centers and shop windows – according to WirtschaftsWoche . The move would be a precursor to similar expansion in the U.S. and the U.K., the magazine said.
That’s unlikely to mean that a Google search for underwear as a gift for your partner will pop Calvin Klein ads on the digital billboard when you sit down at a bus stop. You can leave your copy of 1984 on the bookshelf for now.