Google goes Outside once more to deliver dynamic location-based content

London’s Dynamic DOOH Campaign

LONDON, SEPTEMBER 2014: The award-winning Google Outside campaign, which brings the “magic” of Google search into the public space, returns this month in the largest dynamic, location-based campaign ever launched on digital out-of-home (DOOH) screens in London and the Home Counties.

Originally launched under a pilot scheme in central London in November 2013 on 160 sites, the new campaign Google Outside 2.0 is running for four weeks on 1,240 DOOH screens on commuter routes into and around Central London, including major rail stations, London Underground and Bus Shelters. Key locations include Oxford Street, Leicester Square, Liverpool Street, Waterloo and London Bridge, Guildford, Gatwick Airport, Epsom and Watford Junction.

The campaign was devised by R/GA London, planned by Talon & OMD UK, with the production handled by Grand Visual. Google search on smartphones is brought to life on out of home screens through the geo-targeted campaign, which uses Grand Visual’s OpenLoop platform to deliver hyper-contextual search results to digital screens on bus shelters and in underground and rail stations. The content is tailored to the location of each screen, taking account of local attractions, activities, weather and time of day.

Jonathan Conway, Strategy Director, Talon said, “The pilot campaign proved so successful and was so well received, we couldn’t wait to get started on phase 2.0. Digital OOH is the ideal channel to show Londoners how the Google Search app can make their lives simpler. Each day we’re delivering thousands of unique search stories, continually updated to deliver the right information at the right time to on-the-go audiences. A lot of work goes on behind the scenes, but when you see it working, it feels magical.”

Neil Morris, Founder of Grand Visual added, “This innovative, contextually-dynamic DOOH campaign is pushing the boundaries in terms of sheer data payloads and the hugely ambitious content distribution. Crucially the activity is supported by real-time monitoring of the dynamic feeds and playout.”

The campaign originally ran on Exterion Media and Clear Channel sites and has been extended to JCDecaux for this more broader-reach iteration.