Google has become the first brand to embrace a new breed of digital screens adorning the side of buses throughout London as part of a hi-tech advertising upgrade overseen by out-of-home ad specialists Exterion Media.
Compatible with geo-targeting, the responsive displays are capable of altering their content dependent upon specific shops or landmarks within the buses' vicinity, enabling brands to conduct targeted, location-based campaigns.
Devised in partnership with Talon the hardware was christened by Google’s advertising push to promote its flagship Pixel2 smartphone in a campaign created by BBH.
Dave King, managing director at Exterion Media, said: “This is a huge moment for bus advertising; the product delivers stature, movement, scale, dynamism and geo-targeting – offering a whole new dimension to broadcast and narrowcast through this hugely attractive channel.”
The bus-side screens presage the upcoming launch of Exterion Media’s full-motion digital network on the London Underground.
Google acquired HTC's Pixel team for $1.1bn in September.