1. Google Outside: A Storytelling Platform

2. Anthony Baker Associate Technical Director London

3. Google Outside: A Storytelling Platform 1.What is it? 2.Challenges 3.How we did it? 4.Impact 5.Stats

4. What is it?

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?”

6. Google Outside 2014 R/GA London

7. Google Outside: Case Study Video

8. relevant unique accurate useful

10. Networks 200+ Locations 6 Story Templates 400+ Card Templates 100+ 1K+ Screens

11. Context

12. “If content is king, context is emperor”

13. Contextual Stories any location, any time, any screen

14. Google Outside 2014 R/GA London

15. Google Outside 2014 R/GA London

16. Google Outside 2014 R/GA London

17. Google Outside 2014 R/GA London

18. Dynamic Contextual Stories always different, always unique

19. Challenges

20. Infrastructure

21. Format Restrictions VIDEO-ONLY RESTRICTED ANIMATIONS

22. Network Disparity DIFFERENT DISTRIBUTION DIFFERENT REQUIREMENTS

23. Connectivity 3G

24. Data Volume

25. Raw Data 6+ APIs 10K+ CALLS

26. Data Processing 100+ Stories 400+ Cards

27. Push Frequency 4 PAYLOADS PER DAY

28. Thousands of possible stories EVERY DAY

29. Every screen displayed a unique experience.

30. How did we do it?

31. Google APIs Story Templates Raw Data Context Filters Data Gen Payloads Media Network Broker Media Network Screens Outside Data EngineOpenLoop Platform Media Network

32. Google Outside 2014 R/GA London

33. Google Outside 2014 R/GA London

34. Google Outside 2014 R/GA London

35. Google Outside 2014 R/GA London

36. Google Outside 2014 R/GA London

37. Google Outside 2014 R/GA London

38. Google Outside 2014 R/GA London

39. Google Outside 2014 R/GA London

40. Google’s Cloud Platform fast computing power

41. Data Optimization make the most with less

42. Google Outside 2014 R/GA London

43. Impact

44. Pushing the Boundaries of DOOH media and infrastructure

45. Partner Collaboration innovation through close collaboration

46. Brand Integrity contextual storytelling

47. Dynamic DOOH Campaign a first of its kind

48. Google Outside 2014 R/GA London

49. Stats

50. Google as more innovative 81% Downloaded the GSA App 1 in 5 107.9% Campaign Performance (equiv. +2,300,740 ad playouts) 94.0% Content Performance (6% default content)

51. Unique stories generated daily 3K+ 5K+ Unique content cards generated daily 200+ Unique locations 1K+ Screens 35min Time to generate data

52. Thank You Anthony Baker @arbbot anthonybaker.co