WPP takes a new step in understanding consumers: Connecting digital behaviour with the physical world

WPP is expanding its global strategic partnership with Google and is one of the first agency groups in the world to gain access to Google Earth AI data. This data is now also available to WPP in the Nordics and integrated into WPP Open.

Our global partnership with Google made WPP one of the first agency groups in the world to gain access to Google Earth AI data. This data is now also available to WPP in the Nordics and is fully integrated into WPP Open.

This will give our clients an even stronger foundation for understanding local demand, planning media, measuring impact, and developing more relevant communications and creative content. The value does not lie in the amount of data, but in our ability to turn data into intelligence. We do this through our expertise, Open Intelligence, and by combining Google Earth AI data with WPP’s own data sources and our clients’ first-party data, all within a privacy-safe environment.

From understanding what consumers do to understanding why

For WPP, the partnership is not about adding another dataset. It is about creating a more complete understanding of consumers.

Consumers do not make decisions in a digital vacuum. A rainy day can change demand, traffic can affect mobility, new charging stations can change the potential for electric vehicles, and population movements can change the attractiveness of a particular area. Google Earth AI adds this physical context through aggregated and anonymised signals covering areas such as weather, traffic, places and local movement patterns.

Through the integration, WPP can bring geographical context directly into strategy, media and creative development. Insights can therefore move more quickly from analysis to concrete decisions across markets, channels and local needs.

77% higher performance

For clients, the solution can make media planning more precise by identifying geographical areas with high potential and shifting budgets towards locations where relevance and action are most likely.

For a major automotive client operating across multiple markets, WPP developed an Electric Vehicle Readiness Index using Google Maps Platform data on the local availability of charging stations. The location-based approach delivered 77% higher performance than a traditional geographic market area, as well as a 15% lower cost per conversion.

Local signals such as traffic, weather and movement patterns can also be used to predict demand and adapt marketing at a more granular geographical level. This makes it possible to work more proactively and deliver relevant messages closer to the moment and context in which a specific need arises.

New opportunities for Retail Media

Google Earth AI can also strengthen Retail Media by combining insights into local demand and movement patterns with retailers’ own first-party data.

This can provide a stronger foundation for prioritising markets, stores and audiences, while further optimising media activation across both the digital and physical customer journey.

When context becomes a competitive advantage

As mentioned, the value of the partnership does not lie in having more data, but in creating a more precise foundation for decision-making. By connecting digital behaviour with the physical world, WPP can turn context into a genuine competitive advantage.

The opportunities enabled by Google Earth AI will be explored further at a morning seminar hosted by WPP Media and Google on 12 November.