ANDY TILLEY GOOGLE 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 All Exposed Total agree (Very + Quite relevant 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

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