Google Outside: A Storytelling Platform

Anthony Baker Associate Technical Director London

Google Outside: A Storytelling Platform

1.What is it?

2.Challenges

3.How we did it?

4.Impact

5.Stats

What is it?

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?”

Google Outside 2014

R/GA London

Google Outside: Case Study Video

relevant

unique

accurate

useful

Networks

200+Locations

6

Story Templates

400+Card Templates

100+

1K+Screens

Context

“If content is king,context is emperor”

Contextual Storiesany location, any time, any screen

Google Outside 2014

R/GA London

Google Outside 2014

R/GA London

Google Outside 2014

R/GA London

Google Outside 2014

R/GA London

Dynamic Contextual Storiesalways different, always unique

Challenges

Infrastructure

Format Restrictions

VIDEO-ONLY

RESTRICTED

ANIMATIONS

Network Disparity

DIFFERENT DISTRIBUTION

DIFFERENT REQUIREMEN

TS

Connectivity

3G

Data Volume

Raw Data

6+ APIs10K+ CALLS

Data Processing

100+ Stories

400+ Cards

Push Frequency

4 PAYLOADS PER DAY

Thousands of possible stories

EVERY DAY

Every screen displayed a unique experience.

How did we do it?

Google APIs

Story TemplatesRaw

Data Context Filters

Data Gen

PayloadsMedia

NetworkBroker

Media NetworkScreens

Outside Data Engine OpenLoop

Platform

Media Network

Google Outside 2014

R/GA London

Google Outside 2014

R/GA London

Google Outside 2014

R/GA London

Google Outside 2014

R/GA London

Google Outside 2014

R/GA London

Google Outside 2014

R/GA London

Google Outside 2014

R/GA London

Google Outside 2014

R/GA London

Google’s Cloud Platformfast computing power

Data Optimizationmake the most with less

Google Outside 2014

R/GA London

Impact

Pushing the Boundariesof DOOH media and infrastructure

Partner Collaborationinnovation through close collaboration

Brand Integritycontextual storytelling

Dynamic DOOH Campaigna first of its kind

Google Outside 2014

R/GA London

Stats

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)

Unique stories generated daily3K+

5K+ Unique content cards generated daily

200+

Unique locations

1K+ Screens

35minTime to generate data

Thank You

Anthony Baker @arbbotanthonybaker.co