“Mobile + OOH has the potential to revolutionize the medium and elevate the conversation brands are having with their consumers.” –Mikhail Damiani, Blue Bite
In a recent industry newsletter (as quoted here), Mikhail Damiani of Blue Bite discussed the paradigm shift to a mobile-first strategy in out-of-home advertising. “OOH has the ability to generate mobile engagements in a physical environment and allow consumers to receive something meaningful during a given moment in time,” he wrote.
We are collaborating with leading technology innovators to stay on the forefront of mobile-first advertising. Our media formats truly power digital messaging in the real world. We take an advertiser’s message to the precise target audience with hyper-local accuracy.
“Starting a conversation with a consumer on their own device where they have heightened awareness and at moments of the greatest influence is a powerful way for a brand to drive connections with a specific audience,” explains Regis Maher, president and co-founder of do it outdoors. “No other media format can offer this type of proximity-based relevance. We bring a digital message to life.”
The bonus is a larger-than-life physical ad creative moving past the consumer at the same time they receive a digital message. But the creative design for both the mobile billboard ad and the smartphone message need to correlate to each other.
“We own and operate all our mobile billboards, so there’s never a question of property placement for a beacon or digital message transmitter,” explains Maher. “We dictate where and when the message is sent, so the contextual relevance can be spot-on to a consumer’s physical location.”
Digital OOH makes advertising fun again!
Imagine receiving a movie trailer on your phone, along with a discount to see the flick at the nearby cinema. And at the same time, a mobile billboard rolls past promoting the same film.
Or imagine a coffee shop ad rolling by within a few blocks of a brand new store. And at the same time, you get a digital invitation to enter a drawing for free coffee for life at that location.
These out-of-home micro-moments create unique user experiences. This translates into a higher level of consumer motivation paired with the ability to take immediate action.
There are a few tactics we use to develop a dynamic out-of-home experience:
- Beacons send push notifications via an advertiser’s own app to build loyalty and deepen existing relationships (uses Bluetooth technology)
- Beacons send push notifications via a third party app to reach an audience that specifically aligns with the target in an effort to acquire new customers (uses Bluetooth technology)
- Beacons leverage Eddystone technology to deliver push notifications to the newest device operating systems and also to Chrome app users (uses Bluetooth technology)
- Digital message transmitters deliver a full-screen takeover ad without the need for a mobile app (uses both Bluetooth and Wi-Fi technology)
The ability to integrate OOH with digital helped result in a strong quarter for the OOH industry.
By putting digital messaging in the physical world, we’re more effectively able to compete with online-only dollars. With the amount of digital fraud and adblocking software, OOH is a compelling conduit for digital advertisers.
“Our alternative out-of-home media provide an effective strategy to reach a digital-first audience,” adds Maher. “OOH should excite digital media planners today.”
OOH is deserving of a bigger piece of the overall advertising pie. And it is now able to forcefully compete with traditional and online media.
“By placing proximity-based messaging directly along the path to purchase, we’re changing the game,” says Maher. “No other media can offer that type of digital integration with as much contextual relevance.”
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