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Google is testing its DoubleClick ad tech on a new type of screen — the digital billboard or as the ad industry calls it, Digital Out-Of-Home (DOOH) Media.
The trial began in the UK in October and should run for a short while longer, according the Business Insider, which broke the news. The BI says Google doesn't have plans to launch anything larger than this initial run, which is testing how premium billboard ads can be bought programmatically via DoubleClick.
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Google is well poised to dominate this sector thanks to DoubleClick's wide use throughout the ad industry.Grabbing a piece of the DOOH pie would also address — at least partially, at least in the minds of inquiring analysts and shareholders — how it is shoring its ad revenues up against ad blockers and digital fraud, both of which have been highlighted a great deal recently in media.
In some places billboards are shot full of holes.
(Score: 2) by moondoctor on Tuesday November 03 2015, @09:57AM
With google at the helm it's hard to imagine that these billboards wouldn't get loaded with all types of sensors, cameras, facial rec, emotional analysis and so on.
(Score: 1) by FunkyLich on Tuesday November 03 2015, @11:55AM
Not all hope is lost. Just exactly like a stronger light gives rise to darker shadows, that's how I would think the dislike for advertising will jump up to another level too. We just need to wait a bit and watch.
No matter what, my addblocker is here to stay for a long time. No matter what google or anyone at all might have to say in regard.
(Score: 0) by Anonymous Coward on Tuesday November 03 2015, @02:32PM
Is it accompanied with a subtractblocker?
(Score: 1, Funny) by Anonymous Coward on Tuesday November 03 2015, @02:55PM
no, but it does MUL and DIV very fast. I use it to reduce my RISC
(Score: 0) by Anonymous Coward on Tuesday November 03 2015, @11:57AM
Best argument for easy access to firearms ever. Long live the Second Amendment!
(Score: 0) by Anonymous Coward on Tuesday November 03 2015, @02:27PM
How long before we get Microsoft BingBoards?
(Score: 2) by VLM on Tuesday November 03 2015, @03:43PM
With google at the helm it's hard to imagine that these billboards wouldn't get loaded with all types of ... cameras
In some places billboards are shot full of holes.
The former will likely be the solution to the latter. So when license plates are in view of NEA / teachers union members / ACLU members then put up the Obama gun control advertisement, but when the billboard sees all NRA member license plates or a rifle pointed at it, put up a gun shop ad or one of those "hot" suntan ads to encourage them not to shoot. Or more comically, put up on the billboard a zoomed in web cam pix of the guy pointing the rifle at the billboard.
It is a semi-serious question that I live in a state with both a gunfire filled slum declining city and suburbs full of traditional deer hunters, so there's bullets flying every fall and I wonder about long term survival rates of something like this. We're not talking about the scoreboard at the local ball field here.
(Score: 2) by bob_super on Tuesday November 03 2015, @05:58PM
The US is recruiting the best brains in the world to develop two types of tech: weapons and advertising systems.
(Score: 0) by Anonymous Coward on Tuesday November 03 2015, @08:36PM
How will Google Car respond to these billboards? Will it auto-play the advertisement, slow down, or just chime?
When travellers needn't pay attention to the roadway, they can devote their full attention to roadside media. :)