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ANDY TILLEYGOOGLE OUTSIDE
Demonstrating the potency of creating content for context
FOR A LANDSCAPE OF POSSIBILITIES
GOOGLE OUTSIDE: CAMPAIGN OVERVIEW
Google brought the magic of Search to the London streets and underground
DOOH screens in Bus Shelters and LU stations became smart, context-aware and unique
Powered by Google Search, each screen genuinely useful, entertaining information, in each of 160 different locations
FOR A LANDSCAPE OF POSSIBILITIES
GOOGLE OUTSIDE: CAMPAIGN OVERVIEW
Google Outside anticipated consumer needs…..
Each screen was individualised
Location-specific unique content was created using real-time data from dozens of live sources
The aim was to achieve contextual relevance reflecting factors such as day of week, time of day, weather, location, audience mindset and screen type
FOR A LANDSCAPE OF POSSIBILITIES
GOOGLE OUTSIDE: CAMPAIGN DELIVERY
FOR A LANDSCAPE OF POSSIBILITIES
HERES HOW IT LOOKED ON THE STREETS
FOR A LANDSCAPE OF POSSIBILITIES
METHODOLOGY
FOR A LANDSCAPE OF POSSIBILITIES
RELEVANCE AND IMPORTANCE OF LOCATION FACTORS
Activity
Time of Day
Wider context
Unique time/place
Location
0 10 20 30 40 50 60
28
28
29
42
49
How relevant are the following to the Google Outside Ad experience – VERY relevant
All ExposedTotal agree
(Very + Quite
relevant
49 93
30 89
29 90
31 77
28 77
LOCATION is the key attribute – Time of Day becomes more important to the exposed audience / younger & those recalling formats show higher relevance
Recall Bus shelter or
Tube
49
30
29
31
28
FOR A LANDSCAPE OF POSSIBILITIES
FOUR KEY ELEMENTS OF OUT-OF-HOME CONTEXT
1 Location
2 Moment
3= Environment
3= Activity & Mindset
content relevant to location & time of day resonated most
strongly
FOR A LANDSCAPE OF POSSIBILITIES
SUMMARY OF RESEARCH FINDINGS
The importance of location specific messages for relevance and engagement
How the experience can drive brand connection and positivity
How digital OOH can amplify the brand advertising experience
How these elements can drive behaviour change
FOR A LANDSCAPE OF POSSIBILITIES
THE WIDER IMPLICATIONS FOR OOH
Technology is the enabler not the idea
Content created for context is highly potent in driving effectiveness
FOR A LANDSCAPE OF POSSIBILITIES
AND FINALLY….
Best Use of Digital in Outdoor
"A brilliant campaign that helped people to get more out of their city. It was technically fabulous and genuinely useful." Judges' comment
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