Google Search
Pinpoint Personalization
Instead of telling people how powerful and convenient the Google Search App (GSA) is, we decided to show each individual by bringing dynamic and personalized app content directly into each mobile ad expression.
Using a consumer's realtime mobile location (postal code + four) across 50 cities in US, Australia, UK, Japan, Germany, and France, we were able to establish accurate time of day and weather conditions as a foundation for our dynamic experience.
With the foundation in place we utilized 23 pieces of dynamic content drawn from 5 different APIs to help consumers find appropriate restaurant locations and attractions near them (e.g. warm sunny day leads to outdoor locations and activities).
Seriously, these ads were the first of their kind!
A dynamic content structure (blue highlighted regions above) and a single robust HTML5 framework enabled the efficiently endless personalization for tens of millions of ad placements. These expressions weren’t static assets compiled and meant to “represent” real conditions and recommendations —this is real data, in realtime, based on an individual user’s location across APAC, NA, and EMEA. THAT’S COOL!
Given the mobile success, digital OOH was an obvious evolution using geo, environmental, and cultural consumer signals.
Extending the magic to YouTube :06sec pre-roll inventory required marrying a small library of video clips, a flexible copy-based intro card, and preselected small businesses with a viewer’s geolocation and time of day to achieve contextual significance across 58 popular search categories (e.g. Pets & Animals, Rock Music, Motor Vehicles, Fitness, etc.). This ensured that regardless of a viewer’s YouTube search criteria Google was there with a relevant message.
Everyday experiences made simpler with the Google Search app.