What is OOH + Mobile Advertising?
We’ve been spearheading the conversation of combining out-of-home media with mobile advertising for the past few years. Today, it’s a hot topic in the industry.
And no wonder! An eMarketer report shows a steady incline in time spent per day on mobile devices. We’re spending over three hours a day in apps and on the mobile web.
At do it outdoors media, we made up our minds a while ago that going digital didn’t equal digital screens. It’s about integration, and engaging with consumers in both the physical world – and on their smartphones. By embracing the micro-moments and also by considering how technology can solve OOH’s attribution problem, we’ve been adding value to our out-of-home campaigns.
Our current offerings include:
- Mobile ad geofencing, with attribution and retargeting products available
- Beacon-triggered display advertising
- Beacon-triggered push notifications
- Digital calls-to-action, such as using SMS, Shazam, The Physical Web or NFC
This list is always evolving, because the world of mobile advertising continues to evolve. But one thing remains the same: combining physical media with digital media improves relevancy, increases reach and drives better results.
Out-of-Home Media Amplifies Mobile Engagements
A USA Touch Points study once revealed that by adding out-of-home media to a smartphone campaign, the reach can increase by 316%. Consider that amplification rate, and ask yourself if you can afford to not support your mobile campaigns with OOH.
In addition to amplification, OOH media is successful at encouraging mobile engagements.
In a 2017 Nielsen report as presented by OAAA, out-of-home advertisements prompted more online activations than radio and print and closely compared to those of TV ads. After seeing an OOH ad, of U.S. adults:
- 46% used a search engine to look up additional information
- 38% visited a Facebook page or posted a message on Facebook
- 23% posted a Twitter message
- 25% posted something on Instagram
OOH has a 26% share of search activation compared to TV, radio and print, and it has the highest share for Twitter and Instagram activations across all media types.
But that only tells part of the story. As the study continues, when you look at the online activations indexed against media spend, OOH is the clear winner. When you compare the relative ad spend, OOH’s search activation index is 381 compared to TV’s 54, radio’s 159 and print’s 109.
It’s the clear over-performer when it comes to prompting online searches and social media content.
We champion the idea of bringing out-of-home media planners and digital media planners together. We are no longer working in two separate fields. Both media formats are powerful alone, but they are even more powerful…together.
Mobile billboards are at the roots of our company. Why? Because we believe that when you take your message directly to your target audience, it’s less likely to be ignored. Our hyper-local targeting improves the impact.
It’s our way of thinking that allows us to advocate for mobile geofencing, especially when paired with an out-of-home media format. Now you can deliver corresponding mobile ads to your audience’s smartphones within these same hyper-local areas: within the mobile billboard route, around retail locations, around competitor locations, within event spaces, targeting key markets or DMAs or around other key points of interest.
For example, when TV Land wanted to promote the premier of their show, Nobodies, they selected key locations in LA to target, including Access Hollywood, TMZ, LA Times and LA Weekly. We deployed three mobile billboards to effectively target these locations, while also geofencing those areas in order to deliver mobile display ads to the same audience. What resulted was a mobile campaign that outperformed industry standards by 293%.
When you target the same audience with both physical media (mobile billboard) and digital media (mobile ads), you’re increasing both reach and frequency. Plus, by planning the media together, you’re ensuring a consistent message which will have higher resonance and recall.
The improved relevancy of the mobile ads encourages higher click-through-rates. In fact, when paired with an out-of-home campaign, we’ve seen CTR increase up to 56%.
There are many options available with mobile geofencing:
- Audience segmentation – targeting devices to target audiences based on demographics, browsing behavior and location
- Geoconquesting – targeting devices who visit competitor locations
- Geofarming – targeting devices who have visited specific locations in the past
- Attribution – measuring the devices that were served an impression and later entered a physical location
- Retargeting – delivering additional messages to a device that was served an impression or engaged with an ad previously
By pairing the out-of-home campaign with a mobile ad campaign, you’re able to reduce your spillover and reach the right people at the right time in the right place!
Beacon-Triggered Display Ads
What sets us a part from other out-of-home companies trying to pair mobile ads with their media is our ability to use beacons within our company-owned advertising vehicles. By placing a beacon within the mobile billboard – or with one of our field marketing teams – we can now collect device IDs from the people who come within close proximity to your OOH message. Doing so allows us to create an audience segment that has the highest likelihood of seeing the out-of-home advertisement. This means the message will be even more receptive to the viewer, since they’ve also been exposed to it in their physical world. This is a great way to reinforce the out-of-home campaign on consumers’ mobile devices.
Push Notifications Through an App
We can strengthen that 1-2 punch with a real-time mobile engagement that wakes up a consumer’s device when they are near our mobile billboard. With beacon-enabled media, we can trigger a push notification to someone’s phone. Working with your own app – or one of our third party partner apps – you can deliver memorable experience directly along the path to purchase.
Here’s how it works:
Jane sees your larger-than-life message on a mobile billboard. Then at the same time, her phone dings with a push notification from one of her favorite apps. She sees it is a corresponding message from the mobile billboard ad and gets excitedly curious. She clicks through to receive amazing content in the form of a special offer or other relevant, helpful content (e.g., directions, recipes, games, free music downloads, video how-tos, etc.)
This user experience blurs the line between the physical and digital worlds.
Our mobile billboard creative is a great location to place a call-to-action. Remember the stats above regarding OOH prompting mobile action? Put it to the test with one of these other digital calls-to-action:
- Partner with Shazam to create a Shazamable mobile billboard experience
- Offer a text-to-get campaign, displaying the call details on the creative (See Case Study)
- Deliver campaign content through NFC/QR opportunities
- Provide discoverable content through The Physical Web using beacons
- Include a campaign hashtag and encourage social media mentions for a reward
Add out-of-home media to your next mobile campaign and see what happens! The results will wow you. Let’s move your message in both channels.