Google enters the outdoor advertising business

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Who called outdoor advertising “traditional advertising”? Once again, a company like Google comes to show us that we should never stop, we must always be innovating and looking for new ways to develop improvements in all sectors and even more so in spaces that have been more “stagnant” in recent years, such as outdoor advertising.

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Outdoor advertising, one of the biggest victims of COVID-19
During the period we all spent confined at home, outdoor advertising suffered a major drop in investment, logically due to the reduction in traffic, and companies were very aware of this, so they reduced and in many cases cancelled their investment.

With the return to the streets, it is true that we had a period where there were great opportunities for brands that had never been in these formats, for example with great price promotions in the form of discounts or being able to occupy that space that we had always seen but that had been occupied for many years by the same company.

It is true that many companies also wanted to take advantage australia whatsapp lead of the return with great force, for example, this is the case of BBVA and McDonald's . These two large companies have used the external medium to send messages of gratitude and support to all the professionals who take care of us in the times we live in. In the case of BBVA the motto was: “If you are reading this, thank you.”



It is true that in recent years, growth in advertising investment has always been focused on online platforms, hence the great importance of the new development presented by Google and which we will discuss below.

Google's innovation in outdoor advertising
Google has introduced Display & Video 360 , which will make it a major provider of outdoor advertising, considering its global brand value of $819 billion , according to a projection by Kantar.

Google justifies its entry into digital advertising by saying that the role of digital has increased in outdoor advertising, as a medium that provides the opportunity to manage campaigns on screens, video, TV, audio and multimedia.

The new service works by accompanying consumers on their outdoor journey with programmatic touchpoints.

“A restaurant can quickly activate an ad on a screen located in a shopping mall during lunchtime, so that people working in offices can see it. Later that day, the same screen can promote the next performance at a nearby concert hall,” the platform detailed with a case to support the operation of its digital resource.

Within programmatic, there are projections that place investment in the segment at more than 3.1 billion dollars for 2022 , according to the CPI Programmatic Revenues , a study published by Statista .