How would you design a Google Ads product tailored for digital billboards?

Clarifying questions:

1. By digital billboards, do we mean an alternative to static billboards with video content? Yes, you are right.

2. Will this be built as a stand-alone product or integrated with existing Google Ads products? - Integrate it with the Google Ads as an up-sell option 

3. Do we have any constraints in terms of time, money, or technology? - No

4. Is it okay if I assume that all regulations have been sorted for kick-starting this billboard business? Yes, you just need to focus on the tech product.

5. What is the goal for this? - Feel free to assume.

Is it okay if I work with monetization as a goal, considering we are looking to upsell from our existing ad products? - Yes

Mission of the Company and Product

Google's mission is to organise the world's information and make it accessible and useful for everyone.

With our digital billboard product, we aim to increase the visibility of ads to the masses who are probably not digital natives, thus tying in very well with the overarching mission of Google.

Stakeholders:

1. Advertisers (Businesses, NGOs, Government, Political Parties, etc.)

2. Google

3. Local administration and authorities

4. Ad-viewer

Users: Since we are working towards the goal of monetization, we are focusing on the supply side of these digital billboards.

We will segment them on the basis of spending power and underlying needs, respectively.

1. Businesses: H, H

2. Government: H, M

3. NGOs and Others: L, L

Based on this, we will focus on businesses as our primary user.

Pain points:

1. Designing billboards involves external agencies, which causes time to market.

2. Once a static billboard is up, that's it. You can't change it.

3. One size fits all offers can only be displayed on static billboards, not aligning with the personalised approach businesses adopt digitally.

4. Costly affair since static billboards are set up as per contracts ranging from weeks to months

Solutions:

1. BillBoard Studio

a) Easy pick and drop templates for businesses to quickly design and launch digital billboards

b) Rapid testing of various designs with the ability to change copywriting on the fly

2. Smart Copywriting

Leverage AI to get copywriting ideas based on weather, events, festivals, traffic situation, etc., and take them live via quick approvals.

3. Dynamic Offers & Promos

Launch mystery offers via dynamic QR codes at different times of the day to increase reach and foster excitement.

4. Pay per use pricing

Pay only for the hours that your digital ad is active on the billboard and can be billed with your existing Google Ads account.

Prioritisation of the solutions 

Based on effort and impact, respectively:

1. BillBoard Studio, M, H

2. Smart Copywriting: M, M

3. Dynamic Offers & Promos: L, M

4. Pay per use pricing: L, H

Hence, we will go ahead with the Billboard Studio and Pay per use pricing solution.