Google is Using Geo-Targeted Digital Ads to Promote Its Pixel 2
Laura McQuarrie — October 23, 2017 — Lifestyle
References: exterionmedia & campaignlive
Exterion Media and Google recently launched a fleet of geo-targeted bus ads that boast location-specific content related to major landmarks and shops in London. The buses feature digital screens that offer tailored images and copy related to certain locations, offering a data-centric approach to connecting with consumers.
Google is the first brand to use the advertising technology from Exterion Media, and is currently in the process of promoting its Pixel 2 smartphone.
Introducing this geo-targeted bus advertising campaign is part of a move from Exterion Media to become a data-driven digital media company. As Exterion Media’s managing director Dave King says: "This is a huge moment for bus advertising; the product delivers stature, movement, scale, dynamism and geo-targeting—offering a whole new dimension to broadcast and narrowcast through this hugely attractive channel."
Google is the first brand to use the advertising technology from Exterion Media, and is currently in the process of promoting its Pixel 2 smartphone.
Introducing this geo-targeted bus advertising campaign is part of a move from Exterion Media to become a data-driven digital media company. As Exterion Media’s managing director Dave King says: "This is a huge moment for bus advertising; the product delivers stature, movement, scale, dynamism and geo-targeting—offering a whole new dimension to broadcast and narrowcast through this hugely attractive channel."
Trend Themes
1. Geo-targeted Bus Ads - Location-specific content for consumers helps brands connect via data-driven advertising.
2. Data-driven Digital Media - Adopting a data-centric approach helps traditional media companies evolve into a more competitive digital landscape.
3. Tailored Content - Personalized images and copy offer new levels of engagement beyond static billboard ads.
Industry Implications
1. Advertising - Geo-targeting is the missing piece in the evolution of traditional outdoor advertising.
2. Digital Media - Data-centric approaches enable companies to stay competitive in this ever-evolving media landscape.
3. Smartphone - Geo-targeting is a useful tool for mobile phone companies that offer location-based services.
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