Mobile and Screens Outside the Home -- One Plus One Equals Three

SITO Mobile for example uses location data and realtime analysis to help marketers serve the right message at the right time amp160Mike Gamaroff Senior Vice President Channel Strategy for SITO says quotThe way people move about is the best way to identify consumersquot amp160SITO he notes has learned that generating a first ad exposure with outofhome and then a second and third with mobile in the same day creates the greatest propensity for a consumer to actFor Nabisco39s belVita SITO used mobile and OOH to geofence health club locations and commuter stations where people were exposed to belVita39s OOH advertising Consumers at these locations were then retargeted on their mobile devices to reinforce the OOH messaging Other strategies included contextual targeting via health and wellnessfood and drink apps and geofencing retailers selling belVita39s products The campaign generated more than 10000 store walkins per day following ad impression viewamp160with cost per walkin of under 30 centsquotThe reporting that can now be done is truly a game changer for DPBquot Gamaroff says quotThis has been a shortcoming of the sector in the past but not today when it is teamed up with mobilequotAJ Falvo Sr Director of Digital Marketing Oxford Communications said at Advertising Week quotWe quantify by 39verified walkins39 Working with SITO Mobile we know if a person clicked an ad and later walked into a store We look at 39Unique Verified WalkIns39 on a perstore basis and we retarget with relevant contentquotxAd which provides location intelligence to drive sales by leveraging a mobile device39s current or past location data worked with Oxfam America during the holiday season to drive qualified web traffic for gift purchases and charitable donations to assist people living in poverty around the world xAd and Oxfam used a unique mix of targeting strategies to drive awareness of the Oxfam Unwrapped initiative including proximity targeting reaching people at places such as shopping centers malls and grocery stores and audience targeting identifying people who have a higher propensity to donate to good causesOxfam saw a 65 increase in total donations a 7 increase in firsttime donors and a 13 increase in mobile revenue share year over yearquotWe see the convergence of offline and online resulting in an 39always on39 consumerquot says Monica Ho CMO of xAd quotMobile helps us blend the two worlds Location is so much bigger than we all thought We39re getting great behavioral data tied to location and can measure ad exposure with instore visitationsquotDan Levi a DPB veteran and Executive Vice PresidentCMO of Clear Channel Outdoor says that quotwe are deploying mobile in a big way todayquot He observes that quotmobile is forcing marketers to think about location like never before We can now understand patterns of movement and why people move the way they do and this creates major opportunities to engage with them along the wayquotEarly in 2016 Clear Channel launched RADAR a research data and analytics platform that fuses mobile location data to help advertisers and agencies more effectively plan and buy OOH media and measure its impactBut Levi adds the fact is that many agencies are still set up as silos so it can be a challenge to break through to the planning and buying groupsquotWhen an agency says to me that they don39t have an OOH budget I ask them if they have an 39audience budget39quot Leviamp160saysamp160Fortunately he points out clients are on board with and are highly enthusiastic about the mobileOOH tandem quotand it is client demand that drives innovationquotOur society is shifting to a more active mobile populace that spends more time in cities outside the home and on the go This has resulted in a continued decline and fragmentation of TV in the home and a drop of 12 in desktop usage over the past three yearsIt is becoming clear that agencies and advertisers that are focusing on inhome advertising are doing yesterday39s businessTo quote Michael Provenzano CEOCofounder Vistar Media quotOOH is always a better driver of traffic than mobile but together they are even strongerquotOne plus one equals threeDan Levi will be among the speakers at the DPAA39s annual Video Everywhere Summit in New York on October 27 Brands agencies media adtech mobile and location data research and technology partners will gather to hear the latest innovation and thought leadership on multiscreen engagement programmatic location data digital outofhome and other leading topicsThis article was originally publshed at MediaVillage October 11 2016The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160

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Mobile and Screens Outside the Home -- One Plus One Equals Three

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Barry Frey

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Mobile and Screens Outside the Home -- One Plus One Equals Three

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