Maximizing Out-of-Home Impact through Mobile Retargeting
The Project X Newsletter: Volume XLII
At some point these past few weeks, I am sure we have all thought, “What is happening to the world?” Many are reading, watching, listening, and learning about everything going on in Afghanistan, Haiti, Nigeria, and unfortunately more countries. That being said, we all need a little bit of GOOD news to brighten our week.
The Today Show reposted a video on Instagram that recently went viral. A 4th grade teacher from Atlanta, Georgia; Neffiteria Acker, is teaching her students about self love and confidence. The way Acker does this is by holding up a mirror with two words on the top right and left corners that read “I” and “Am”. The video shows a few kids walking up to the mirror saying positive affirmations such as, “I am strong,” and “I am smart”. Acker’s responses to the kids, saying “Yes, louder!”, is so empowering to listen to.
When a teacher goes beyond the curriculum, and comes up with creative ways to teach children about “life”, THAT is a teacher one will always remember. Could it be that a 4th grade teacher just taught us adults a way to boost our confidence as well? Try it next time you are looking in the mirror.
Out-of-Home Update: Mobile Retargeting
Brands and marketers are constantly looking for ways to integrate cross-channel strategies into their media plans. We’ve always said that one of the most natural and seamless ways to do this is through mobile/social media and OOH activations. These simple enhancements help amplify the reach of any out-of-home campaign, using mobile advertising and location tracking to reach consumers when it matters most – when they are most likely to search, shop, click, share, or visit. Campaign shared research has shown that mobile click-through rates increased by 15%, and caused a 38% uplift in short-term action taken via mobile when they were supported by OOH advertisements. This data makes a strong case that adding a layer of mobile advertising to your OOH campaign can significantly increase your reach and engagement with the given target audience. OOH can also create shareable moments for social media which will help extend the reach of campaigns beyond the physical ad placement.
When it comes to activating a Mobile + OOH campaign, geo-fencing OOH and key POI locations during the flight allows brands to reach users who have been exposed to the units and are within the noted POIs by retargeting with a mobile ad that will reach consumers at another touchpoint.
Retargeting: We will work with our partners to collect mobile Device IDs which have been exposed to an impression from the Proximity targeting and will create an audience pool of consumers which we will target beginning on the start date of the OOH flight through 2 weeks following the exposure. This allows us to reach consumers at a different touchpoint and remind them of the client’s messaging. Note, this audience pool will also be available for any future initiatives as well.
For social integrations, brands will typically look to drive engagement with a call to action - such as a QR code, Snap code, or unique url.
Shareability and entertainment are the number one factors that cause a typical OOH campaign to go from local market coverage to the online story of the moment.
Some additional benefits of OOH + these digital integrations are outlined below.
66% of adults travelers ages 16+ report OOH ads have prompted them to take an action on their mobile device
42% stated OOH drove them to search
32% reported they visited a website on their mobile device after seeing an OOH ad
40% increases in ROI for search advertising and more efficient at driving online activation than all traditional media and banner ads
If you’d like to learn more about mobile + OOH, and how to implement these strategies for your next out-of-home campaign, reach out to our team of experts at hello@pjxmedia.com.
Out-of-Home Spotlight: Using Color Contrast to Your Advantage
Use high contrast elements in your design so your audience can read your message from the greatest distance and comprehend your message quickly. Below is a comparison of high contrast and low contrast color combinations to assist you in building your best OOH designs.
As always, feel free to run your designs by our team during the design process so we can provide feedback. We want to assist in putting your best high contrast designs on the street!
Campaign Freeze Frame
Fisher College - You Without Limits. Go Falcons!
MasterClass featuring Futura
Robin Arzon teaches mental strength in her MasterClass
Design your career with a MasterClass taught by Elaine Welteroth
Elaine Welteroth telling her followers what's up!
News and Views
A tribute to billboards (via Daily Journal Online)
After a dozen or so miles of tree viewing in the Fall, the thrill of it all would begin to wane. "Wonder if there's a fast-food place around here? I sure could use a soda." She began scouring the hillsides for those familiar planks of publicity: also made of wood and full of colorful hues.
Billboards at George Floyd Square show connection, unity (via Monitor Saint Paul)
Social Justice Billboard Project begins as crowd-funded effort.
A Billboard Will Show Ads From Space, But You Won't Be Able To See It In The Sky (via NPR)
A Canadian company has contracted SpaceX to put a billboard into low-Earth orbit. You just can’t beat the power of OOH!
She bought a billboard to get Tyler Perry’s attention. Now she stars in his new show (via LA Times)
Two years after purchasing a billboard in a last-ditch effort to capture the attention of mega-producer Tyler Perry, actor Racquel Palmer has finally landed her dream job.
Carolina Core Greets Wyndham Fans With Billboards (via Rhino Times)
By focusing the eyes of golf fans across the nation on Greensboro for four days each year, those involved in economic development are thrilled that potential businesses get an extended positive presentation on the beauty of the area and the friendly disposition of the people.
