5. Integration of OOH into omnichannel marketing campaigns
According to OAAA, when incorporated into a broad media mix, OOH improves the overall campaign revenue ROI. It has also been found to increase the effectiveness of digital search by more than 40 per cent and print by more than 14 per cent. Likewise, when OOH is integrated with an online campaign, consumers are 50 per cent more likely to engage with the mobile ad.
As mentioned earlier, most OOH platforms can be equipped with beacon technology that provides real-time impression analytics. This technology can also help brands re-target consumers on their mobile devices via social media or digital ads using mobile extension programs, such as geo-fencing. Geo-fencing is the use of global positioning system (GPS) or radio-frequency identification (RFID) technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area. The technology, however, is not exclusive to static OOH displays.
With enhanced data availability, better attribution of success, and improved buying capabilities, OOH has never looked more enticing for advertisers. While the latest advancements in technology have dwarfed other traditional media like TV and print, OOH is proving it can grow with newer technology and emerge stronger than ever before.
Casey Binkley is a serial entrepreneur having built a global CPG company distributing in more than 1400 retail locations across 45 countries. He moved into the out-of-home (OOH) advertising industry after seeing an opportunity to provide accountability and transparency between advertisers and OOH ad networks. For more information, visit www.movia.media.