Leveraging Mobile to Boost Performance of OOH Advertising
The Project X Newsletter: Vol LI
With spring around the corner, travel plans are in high demand. Here are just a few tips when traveling during the COVID-19 Pandemic.
Check the COVID Rate Where YOU Live: Regardless of whether or not you are vaccinated, it is important to know the quantity of cases in your town, city, and state so you can be aware of the risk you may be bringing to your destination.
Check the COVID rates Where YOU are Traveling: You want to make sure you are not traveling anywhere in a “red-hot” location to ensure you will be safe.
Consider Testing Before and After Your Vacation: This is a big one especially if you or your travel buddy has not been vaccinated. If you are traveling out of the country, some places require a negative test, even if you are vaccinated. Please do not travel if you test positive!
Driving vs. Flying: Even if your destination is far away from where you live, a road trip is always a fun way to bond with family and friends. Health-wise, driving is much safer than flying.
With all of these things to keep in mind, we cannot forget to have fun. Taking a vacation (or a staycation!) is something we all deserve, and is a time we should all embrace and enjoy.
Out-of-Home Update: Mobile + OOH
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.
Share-ability 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: Double Decker Bus - Digital Flex Screens
Double Decker Bus Digital Flex Screens are a digital display embellishment that integrates seamlessly into your static bus wrap. They are made from ultra-thin led technology that is flexible in size and position. Digital Flex Screens are able to run just about any digital content from live streaming tv and social media feeds to day-parted copy and live data feeds. Contact us to discuss integrating this new technology into your next OOH buy.
Double Decker Bus Digital Flex Screens in the shape of a smartphone feature a new healthcare app.
Campaign Freeze Frame
Spot this Master Class Billboard as you’re cruising through Los Angeles.
Gorgeous view of the Voodoo Ranger campaign in Denver
News & Views
Vivo India takes social media influencers & diners on billboards Via Media Post
Vivo India displays social media influencers posts and stories throughout multiple DOOH locations.For Brands, There's No Place Like Digital Place-Based Advertising Via Exchange 4 Media
Media News Daily discusses the importance of “location” when it comes to digital out of home advertisingWalgreens teams with Volta on EV charging kiosks with OOH advertising Via Digital Signage Today
Volta Charging Kiosks that have been placed across many Walgreens parking lots in the U.S., is a golden opportunity for out of home advertising.
