Can Google conquer programmatic outdoor advertising? We ask the experts - Econsultancy

| January 3, 2019

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Last week came the news from WirtschaftsWoche that Google intends to make a foray into out-of-home (OOH) advertising in Germany. Whilst programmatic OOH is nothing new (the automated buying of digital outdoor space) and allows advertisers to change their messaging according to variables such as time, date, weather and sports results, Google’s trump card is the personal data it has access to, partly through the Android smartphone operating system. As Bloomberg put it, “Google may be about to pair all that data it has on users’ web browsing with the ads displayed on public billboards.” The article goes further, suggesting “it could mean that, when a train full of Borussia Dortmund fans arrives at Munich’s main station ahead of the Bayern Munich fixture, the advertising hoarding changes to show soccer cleats or beer, while on a Monday morning at rush hour it displays BMW ads for well-to-do commuters.”

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Slingshot was founded on the simple idea of finding a better way to solve the marketing challenges of our clients. Through the years, we have been led by one guiding principle: to go home each and every day feeling good about the work we do for our clients. We challenge each other and our clients to explore new ways to leverage traditional and digital methods of marketing and nurture a culture of innovation and inspiration. We are fortunate to work in an environment where everyone shares this common vision.

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