DRIVE-TO-MOBILE AND THE NEW CONSUMER
When most people think of out of home (OOH) advertising, they think of the ubiquitous billboards along the highway or on the side of a city building. But OOH has become far more than just these big, bold signs. OOH ads can pop up on bus stops, taxi cabs, benches, and the floors and corridors of shopping centers.
Today’s on-demand economy has created a breed of consumers that are primed for outdoor advertising efforts. Consumers are more “on the go” than ever before.
Traditionally, OOH has been a mass reach medium and its drive-to-store capabilities were less obvious. But this is all changing. As the urban space becomes increasingly digitalized and people’s behavior evolves, OOH has grown into firm influencer of consumer decision-making.
Mobile is an important agent that connects OOH and online shopping. According to Forrester, in 2017, mobile influenced over $1 trillion of physical sales in the USA, the leading consumer market – that’s almost 35% of all in-store purchases.
Mobile is an increasingly important tool for modern-day shopping and as an ‘on-the-go medium’, it is the perfect partner for OOH. People searching online thanks to OOH messaging, do so immediately on their mobile. The WallDecaux study MAX from 2016 highlights that 45% of millennials search for information on the go after having seen a poster (vs 31% for the 14-69). As young and techy consumers mature, this behavior will shift from being a trend among a sector of the population, to be the norm among all consumers.
The relationship between mobile and OOH is multi-faceted as it creates different ways to connect the digital and the physical worlds. On the one side, OOH can drive-to-online via special mobile deals. On the other side, mobile itself can be a source of data and help create effective audience targeting in OOH campaigns.
Case study: frisco fresh market
The Frisco Fresh Market ran a mobile campaign to help increase awareness and let consumers know the market is open and what they have to offer.
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In addition to their OOH Billboards they used proximity targeting and placed 5 mile radiuses around several key points of interest in the north Dallas suburbs.
IRL to URL
Dynamic landing page included branding, directions to Frisco Fresh Market, website, and meet our vendors link.
With mobile-OOH, the efficiency of drive-to-store campaigns can be measured with unprecedented accuracy and speed. The data from recent study of a Cellular Brand OOH campaign in Chicago revealed a consistent footfall increase between 82% to 108% between those exposed to the ad and those who were not.
A new study released by Nielsen shows that OOH is the most effective offline medium in driving online activity. The study reveals that the medium delivers four times more online activity per ad dollar spent than TV, radio and print.
The use of mobile and smartphones is set to continue growth. In some countries like the US. Combined with urbanization and increasing time spent out of the home, growing smartphone use makes the city environment a lucrative place for brands to harness mobile activation messaging and connect with their audiences when they are in an active mindset.
Out-of-home media is attracting some unexpected advertisers as the medium’s digital capabilities expand and the possibilities grow for a more creative approach using real-time and contextually relevant content.
It has the ability to strengthen the overall media campaign, reach people in the digital age and provide measureable results to advertisers.
If you haven’t considered how out-of-home media can benefit your brand or company, perhaps it’s time to think again.
For more information on OOH and DOOH advertising, and how we can help with your next campaign, contact us today at 210-610-5012 or email firstname.lastname@example.org
SOURCE: OUTFRONT Mobile Network, Internal Study , Nielsen, OAAA