Digital Out of Home screens are essentially monitors with no sense of location, no interactivity and only a 3G data connection. They are also managed centrally by one server, which delivers the same content to multiple DOOH screens. We had to work within these boundaries to deliver real-time Search stories, specific to individual locations. And we had to do this without making any changes to the hardware infrastructure of the media network.

We took over 160 digital outdoor boards across London making each screen unique, smart and aware of its context. This was the first time DOOH screens have been converted from monitors with no sense of location, interactivity and only a 3G data connection, into local hubs displaying real-time Search stories, specific to individual locations.

We re-created the Google Now and Google Search experience for DOOH, using Google Public APIs and Google Partner data sources. And we did it in a compelling way, telling charming stories that put a smile on people’s faces.

Google Outside generated a significant improvement in brand sentiment: Transport for London hailed the project as 'the most innovative campaign ever run on our placements,’ 92% of people who saw it found the content interesting, 89% found it informative, 78% said they learned something new, and 68% found it personally relevant. Most importantly, 1 in 5 people who saw Google Outside downloaded the Google Search app.