Page 1
Google Outside: A Storytelling Platform
Page 2
Anthony Baker Associate Technical Director London
Page 3
Google Outside: A Storytelling Platform
1.What is it?
2.Challenges
3.How we did it?
4.Impact
5.Stats
Page 5
The Brief
“How can Google connect with both tourists and residents of London in a meaningful, relevant way by providing them with utility when they need it most?”
Page 6
Google Outside 2014
R/GA London
Page 7
Google Outside: Case Study Video
Page 8
relevant
unique
accurate
useful
Page 10
Networks
200+Locations
6
Story Templates
400+Card Templates
100+
1K+Screens
Page 12
“If content is king,context is emperor”
Page 13
Contextual Storiesany location, any time, any screen
Page 14
Google Outside 2014
R/GA London
Page 15
Google Outside 2014
R/GA London
Page 16
Google Outside 2014
R/GA London
Page 17
Google Outside 2014
R/GA London
Page 18
Dynamic Contextual Storiesalways different, always unique
Page 21
Format Restrictions
VIDEO-ONLY
RESTRICTED
ANIMATIONS
Page 22
Network Disparity
DIFFERENT DISTRIBUTION
DIFFERENT REQUIREMEN
TS
Page 25
Raw Data
6+ APIs10K+ CALLS
Page 26
Data Processing
100+ Stories
400+ Cards
Page 27
Push Frequency
4 PAYLOADS PER DAY
Page 28
Thousands of possible stories
EVERY DAY
Page 29
Every screen displayed a unique experience.
Page 30
How did we do it?
Page 31
Google APIs
Story TemplatesRaw
Data Context Filters
Data Gen
PayloadsMedia
NetworkBroker
Media NetworkScreens
Outside Data Engine OpenLoop
Platform
Media Network
Page 32
Google Outside 2014
R/GA London
Page 33
Google Outside 2014
R/GA London
Page 34
Google Outside 2014
R/GA London
Page 35
Google Outside 2014
R/GA London
Page 36
Google Outside 2014
R/GA London
Page 37
Google Outside 2014
R/GA London
Page 38
Google Outside 2014
R/GA London
Page 39
Google Outside 2014
R/GA London
Page 40
Google’s Cloud Platformfast computing power
Page 41
Data Optimizationmake the most with less
Page 42
Google Outside 2014
R/GA London
Page 44
Pushing the Boundariesof DOOH media and infrastructure
Page 45
Partner Collaborationinnovation through close collaboration
Page 46
Brand Integritycontextual storytelling
Page 47
Dynamic DOOH Campaigna first of its kind
Page 48
Google Outside 2014
R/GA London
Page 50
Google as more innovative81%
Downloaded the GSA App1 in 5
107.9%
Campaign Performance (equiv. +2,300,740 ad playouts)
94.0% Content Performance(6% default content)
Page 51
Unique stories generated daily3K+
5K+ Unique content cards generated daily
200+
Unique locations
1K+ Screens
35minTime to generate data
Page 52
Thank You
Anthony Baker @arbbotanthonybaker.co