Google Outside: A Storytelling Platform. Anthony Baker Associate Technical Director London.

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Presentation transcript:

Google Outside: A Storytelling Platform

Anthony Baker Associate Technical Director London

Google Outside: A Storytelling Platform 1.What is it? 2.Challenges 3.How we did it? 4.Impact 5.Stats

What is it?

The Brief “How can Google connect with both tourists and residents of London in a meaningful, relevant way by providing them with utility when they need it most?”

Google Outside 2014 R/GA London

Google Outside: Case Study Video

relevant unique accurate useful

Networks 200+ Locations 6 Story Templates 400+ Card Templates K+ Screens

Context

“If content is king, context is emperor”

Contextual Stories any location, any time, any screen

Google Outside 2014 R/GA London

Google Outside 2014 R/GA London

Google Outside 2014 R/GA London

Google Outside 2014 R/GA London

Dynamic Contextual Stories always different, always unique

Challenges

Infrastructure

Format Restrictions VIDEO-ONLY RESTRICTED ANIMATIONS

Network Disparity DIFFERENT DISTRIBUTION DIFFERENT REQUIREMENTS

Connectivity 3G

Data Volume

Raw Data 6+ APIs 10K+ CALLS

Data Processing 100+ Stories 400+ Cards

Push Frequency 4 PAYLOADS PER DAY

Thousands of possible stories EVERY DAY

Every screen displayed a unique experience.

How did we do it?

Google APIs Story Templates Raw Data Context Filters Data Gen Payloads Media Network Broker Media Network Screens Outside Data EngineOpenLoop Platform Media Network

Google Outside 2014 R/GA London

Google Outside 2014 R/GA London

Google Outside 2014 R/GA London

Google Outside 2014 R/GA London

Google Outside 2014 R/GA London

Google Outside 2014 R/GA London

Google Outside 2014 R/GA London

Google Outside 2014 R/GA London

Google’s Cloud Platform fast computing power

Data Optimization make the most with less

Google Outside 2014 R/GA London

Impact

Pushing the Boundaries of DOOH media and infrastructure

Partner Collaboration innovation through close collaboration

Brand Integrity contextual storytelling

Dynamic DOOH Campaign a first of its kind

Google Outside 2014 R/GA London

Stats

Google as more innovative 81% Downloaded the GSA App 1 in % Campaign Performance (equiv. +2,300,740 ad playouts) 94.0% Content Performance (6% default content)

Unique stories generated daily 3K+ 5K+ Unique content cards generated daily 200+ Unique locations 1K+ Screens 35min Time to generate data

Thank You Anthony anthonybaker.co