Out of Home Advertising for Google Display & Video 360

Quick Answer

Advertisers can execute programmatic DOOH campaigns in Google Display & Video 360 by setting up marketplace deals with major media exchanges (like VIOOH or Vistar Media). This grants automated access to digital screens in airports, shopping centres, and transit hubs, allowing brands to activate, pause, and adjust ad creatives in near real-time based on location data and time of day.

At Bidmark, we help growing brands leverage premium programmatic inventory. Below, we break down exactly how this ecosystem works and how it can elevate your multichannel marketing strategy.

If you regularly keep up to date with paid media trends, you are likely aware of how programmatic buying has completely transformed traditional outdoor media and out of home advertising. Since Google opened up digital out-of-home (DOOH) inventory to all Display & Video 360 advertisers, enterprise brands have been able to scale their outdoor campaigns with unprecedented digital agility.

What is digital out-of-home (DOOH) advertising?

Traditionally, out-of-home (OOH) advertising refers to any marketing asset found outside a consumer's home—encompassing everything from printed roadside billboards to paper bus shelter posters.

Digital out-of-home (DOOH) upgrades this concept by replacing static paper displays with dynamic, internet-connected digital screens. These high-traffic screens are located publicly in environments such as airports, shopping centres, train stations, and inner-city streets.

What is Google Display & Video 360 (DV360)?

To purchase these digital screens automatically, advertisers use a Demand-Side Platform (DSP). Google Display & Video 360 (DV360), formerly known as DoubleClick Bid Manager, is Google’s enterprise-level DSP.

It is a completely separate platform from standard Google Ads. While standard Google Ads allows you to manage search and display networks manually, DV360 is a programmatic solution built for large-scale, automated buying across premium ad exchanges.

While programmatic DOOH networks have existed independently for years, Google’s platform centralises this inventory under one roof. DV360 partners with specialised supply-side platforms (SSPs) including:

• Hivestack
• Magnite
• Place Exchange
• Ströer SSP
• VIOOH
• Vistar Media

These exchanges grant automated access to the world’s largest media owners, such as Clear Channel Outdoor, JCDecaux, Intersection, and Lamar.

How does programmatic buying improve traditional outdoor advertising?

The real power of running DOOH through DV360 lies in the transition from rigid, long-term print contracts to flexible, data-driven targeting. As Shreya Mathur, DV360 Product Manager at Google, notes in official platform documentation, advertisers can now pair the emotional impact of large-format outdoor screens with the efficiency of digital tracking.

Through a centralised platform, marketing teams can activate, pause, and optimise outdoor campaigns in near real-time. This grants two distinct competitive advantages:

1. Advanced Contextual Flexibility

Advertisers can change their creative messaging based on the precise location of the screen or the exact time of day. For example, a restaurant brand can programmatically trigger ad creatives on street-level digital screens near major commercial offices strictly during the 11:30 AM to 1:30 PM lunchtime rush, ensuring zero wasted ad spend.

2. Global Inventory Scalability

Enterprise brands can deploy unified, worldwide campaigns from a single dashboard, managing screens across multiple countries simultaneously via coordinated programmatic guaranteed or preferred deals.

Case Study: How did ASOS generate 22 million impressions using DV360?

E-commerce giant ASOS used Google’s DV360 platform to rapidly scale an international brand campaign. By utilising the platform's map-based user interface, their team selected premier digital screens and closed programmatic deals with leading media owners like JCDecaux in the UK and Intersection in the US.

This streamlined workflow allowed ASOS to buy, execute, and evaluate their campaign efficiently across hundreds of digital screens, generating over 22 million viewed impressions across both nations.

The Commercial Impact

A post-campaign analysis revealed that integrating digital OOH (out of home advertising) inventory alongside their standard digital channels led to a 14% uplift in brand awareness and a 22% surge in brand consideration in exposed areas compared to the control group.

Dom Kozak, Head of Programmatic at JCDecaux UK, emphasized that opening up outdoor inventory to DSPs like DV360 gives professionals complete control over their cross-channel budgets, leading to significantly better performance KPIs.

Frequently Asked Questions

Can you target individual user demographics or cookies on DOOH screens?

No. Unlike mobile or desktop ads, DOOH is a "one-to-many" medium. It does not utilise cookies or track individual user devices. Instead, targeting relies entirely on contextual data, historical footfall traffic patterns, screen location, time of day, or real-world triggers like weather conditions.

What is the minimum budget required to run DOOH ads inside Google DV360?

Because DV360 is an enterprise-grade platform, it typically requires substantial contractual minimum spends or an agency partner to access. However, because programmatic buying allows you to pay per impression rather than renting a physical billboard for weeks, it offers much greater budget flexibility for scaling businesses than traditional OOH.

How are impressions calculated and verified for digital billboards?

Impressions are not calculated by simple ad plays. Media owners use audited, industry-standard footfall metrics (such as Route in the UK) combined with real-time screen visibility sensors to calculate a "Visibility Adjusted Impression" index, estimating exactly how many people were facing the screen when the ad was live.

Final thoughts

The core advantage of using digital out-of-home ads over traditional billboards is precision. Instead of paying a fixed fee to lock your brand into a single physical location 24/7, you can dynamically distribute your budget across hundreds of screens exactly when your target market is walking past.

While enterprise programmatic media buying requires a structured strategy, it represents the future of scalable brand awareness.

Hiring An out-of-home ads agency to complete the setup for you

Our programmatic advertising team at Bidmark specialises in setting up, targeting, and optimising complex enterprise campaigns inside Display & Video 360. Contact the Bidmark team today to discover how we can integrate digital out-of-home media into your broader paid social and digital growth strategy.

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