Alphabet Inc (NASDAQ:GOOGL) is extending its DoubleClick technology beyond computers and mobile devices and onto billboards.
The company has been testing out the mega screen ads over the previous month in the UK. The technology involves the use of DoubleClicks automated processes to deliver premium ads programmatically on digital billboards rather than the old fashioned way of placing orders with advertising companies. Google is excited about the technology because it is the company’s first major step into outdoor advertising. The technology is currently still being tested out but if it turns out to be successful, then advertisers can subscribe to ads using the company’s DoubleClick technology. The Latter is a technology that allows ad companies to determine real-time data such as the weather, current events, types of audience, travel information, etc. The company uses this technology to determine which ads to show as well as showing ads by location.
The technology has been successful for Google especially in home advertising over the internet. Google wants to see if the same level of success can be extended to an industrial level by incorporating new technology into already existing models of advertising. In short, Google is trying to be innovative about new ways of boosting its ad revenues.
Tim Coller from DoubleClick told Business Insider that Google’s technology is a good indicator that companies using the DoubleClick technology need to restructure their strategies so that they can incorporate out-of-home technology and DoubleClick technology. He also added that the Billboard technology is a great opportunity to determine how successful DoubleClick will be at targeting audiences through real-time events. It will provide feedback that will be beneficial to other companies whose strategies revolve around the same technology.
The concept of out-of-home advertising has been adopted by numerous firms including TubeMogul, Rubicon Project and Xaxis. However, Google is notably more efficient at it because of its massive scale, its presence in numerous advertising fronts and the large presence on the internet. Google’s new efforts in outdoor advertising mean the company will target audience everywhere even when they get away from their computer and mobile device screens.
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