Google tests DoubleClick for digital out-of-home advertising

DoubleClick enters digital screens

Google has started testing DoubleClick — a technology used for online ad delivery on computers and mobile devices — for campaigns on DOOH (Digital Out of Home) formats, such as large digital screens on streets and monitors in shopping malls or public transport.

What is DoubleClick?
DoubleClick displays banners on various websites and gathers information about users visiting those sites, allowing for more precise targeting of ads based on the user's profile.

Programmatic billboards in testing

The company is testing a programmatic billboard advertising model — created through automated processes in DoubleClick. This is a significant step for Google and the outdoor advertising industry.

DOOH advertising in Google's tests

If successful, advertisers will soon be able to purchase billboard space using Google’s DoubleClick technology, which will pull real-time data signals — including audience demographics, weather, tourism information, sporting events, and scores — to select and determine which creative messages should be displayed. The goal is to show relevant ads based on time of day and location.

Google launched the process at the beginning of this month. Ads are being delivered to digital screens in transport, roadside locations, and city centers across the United Kingdom. Google has already purchased targeted ad space, and DoubleClick will decide which brands and creatives are most appropriate for specific locations and will determine the optimal time of day to display them.

Summary

Google has begun testing the use of DoubleClick technology to deliver ads on DOOH platforms — such as large digital street screens, shopping malls, and transport networks. The system, based on automated processes, uses historical data, weather updates, sports events, and tourism trends to match ad content to time and location.

The pilot is underway in the United Kingdom, where Google has pre-purchased advertising space and DoubleClick decides which brands and creatives are delivered to specific locations. If the project succeeds, advertisers will be able to buy billboard space programmatically — a major shift for the entire outdoor advertising industry.