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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 jimbrooking on Tuesday November 03 2015, @12:13PM
I'm American and spend a month in France in 2013 and another 5 weeks in Europe (mostly France) earlier this year. I saw a LOT of these DOOHs and they tended to be VERY distracting, esp. the ones for the Italian swim suit manufacturer! I'm surprised they are allowed where drivers can see them.
(Score: 0) by Anonymous Coward on Tuesday November 03 2015, @02:34PM
Maybe it's just that us Europeans are not as easily distracted as you Americans. :-)
(Score: 0) by Anonymous Coward on Tuesday November 03 2015, @02:58PM
What do you mea.... ooooh...shiny bobble
(Score: 0) by Anonymous Coward on Tuesday November 03 2015, @07:32PM
In Hawaii billboards are illegal.
But it isn't about protecting drivers from being distracted, its about preserving the vistas. Still, it is really great.
On the mainland the billboards that I hate the most are the ones that are 'screens' made of LEDs. Even the ones that aren't animated are way too fucking bright at night, they don't care that they aren't just distracting they are blinding.