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."
Location-Targeted Bus Ads
Google is Using Geo-Targeted Digital Ads to Promote Its Pixel 2
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.