Google taps into data insight for summer outdoor blitz

GoogleFurther proof that tech giants love nothing more than to splash the cash on traditional media to tell the world just how great the online world is comes in a new outdoor campaign from Google, designed to show consumers how its Search service can help summer go with a swing.
Google’s “Make the Most of Summer” launched on TV a fortnight ago, now the company is launching a responsive, data-driven, UK-wide, digital outdoor push to showcase Search with popular city-wide summer search terms, including “Best ice cream in Glasgow”, or “Parks near me”.
Full motion sites across London, Manchester, and Birmingham also list the results for search terms, including star ratings, opening times, and map directions with creative reacting to the time of day and local weather conditions, to provide the most relevant creative in the moment.
It will run on transit, retail and city-centre locations until August 25, with an extended run on Old Street roundabout, London, where creative features additional location-specific, weather, time, day, and temperature triggers, and taps into cultural events such as The Ashes.
The interchangeable creative, which has been powered using Google Search trend data, is delivered through the OpenLoopad server developed by ad tech specialist QDOT.
Three Google teams – Media Lab, Consumer Marketing and Creative Lab – worked alongside 72andSunny Amsterdam and Grand Visual to devise and deliver the activity. Media planning and buying has been handled by OMD and Talon.
Google UK director of consumer marketing Graham Bednash said: “There’s something unique about the British interest in the weather and the way we react to summer. We love the way this campaign really captures that and shows how Google Search and Maps can help people make the most of it.”

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