Reaching the On-the-Go Consumer in Summer

Now consider that 85 percent of purchases are made in brick and mortar retailamp160and that outofhome OOH advertising is proven to provide one of the strongest opportunities to influence consumer purchase decisions shortly before they happenamp160 Layer on top of this the introduction of sophisticated digitallyfueled audience planning buying and attribution solutions that allow marketers to apply digital audience segmentation and targeting to OOH ensuring advertising messages are delivered most efficiently to the right shoppersAdd all this up and increasinglyamp160OOH is emerging as a gamechanging solution marketers are turning to for campaigns that cut through today39s fractured and everchanging media world and deliver measureable results and impact at the cash registerHere39s why amp8230 and howDynamic Retail Targeting Drives Consumers to the Point of Sale Consider how OOH has the unique ability to target specific retail locations and shoppers with calltoaction messaging combined with digital OOH39s ability to provide dynamic and flexible content to promote limitedtime specials and sales These features help drive consumers right to the point of sale and increase ROI using content that can change in realtime based on a store39s changing inventory or promotional messaging And nothing beats digital OOH by way of speed Just ask TargetTarget was looking to increase trips to its brick and mortar stores and grow share of spend for their quotEssentialsquot products Using Target39s realtime firstparty sales data Clear Channel Outdoor Americas CCOA helped populate Target39s digital billboard ads in participating markets with a dynamic product and messaging mix Target featured specific products tailored to each market based on what was selling best in each participating store Leveraging their own firstparty data the client controlled the product and price messaging in OOH just like they do in online digital advertisingIn addition Target reinforced the OOH messaging with supporting geofenced mobile ads that retargeted consumers exposed to the OOH ads Ultimately the campaign increased trips to participating stores by three percent compared with stores that did not benefit from the digital OOH campaignThis integrated marketing poses a real boon for marketers wishing to more deeply engage with their consumers and drive earned media impressions And brands can further engage with consumers by inviting them to share their purchases on Instagram or other social media feedsamp160 Due to the addressable nature of digital OOH displays these realtime social activations can make consumers the star of their own billboard by dynamically pulling social content and displaying it as a component of advertisers39 digital OOH advertisingBeyond firstparty data and social media content thirdparty data is also used to drive dynamic and effective digital OOH campaignsamp160 Target sought to drive consumers to its stores during allergy season while raising brand awareness for Zyrtec Billboards near Target stores in five participating markets displayed a dynamic pollen count in realtime using local data from Pollencom for contextual relevanceamp160 The delivery of the Zyrtec and Target brand messaging in the context of relevant health information increased consumer engagement and impacted the drive to retail messaging By using proximity marketing in a new and dynamic way these boards effectively drove consumers to local Target retailers to purchase ZyrtecOOH Mobile amp8211 Aamp160Powerful Combination to Amplify Your Targeted Marketing Campaigns When paired with OOH amp160the original locationbased medium amp160mobile results can be significantly greater Take Boston Marketamp160 Last Thanksgiving Boston Market wanted to make its restaurants the choice for families and friends to enjoy affordable flavorful catered meals at home They specifically wanted to target 2554yearolds in the BaltimoreDC area The solution was a combination of OOH advertising that targeted consumers within a five mile radius of local stores reinforced by mobile ads to retarget consumers exposed to the OOH campaignThe OOH and mobile combo drove additional awareness and generated a clickthrough rate 6X the industry benchmark for typical mobile campaignsamp160 What39s more this media plan maximized the reach of Boston Market39s target in just a oneweek time frame delivering over 25MM OOH mobile impressionsNew Sophisticated Targeting and Analytics Can Reach Specific Consumer Groups this SummerThere39s more Looking to reach moms or grocery shoppers during regular store hours Do you want to reach consumers who have visited hardware stores at least once in the past 30 days For the first time the same audiencebased behavioral targeting that drives mobile advertising can be applied to OOH enabling OOH to compete with its own highlytargeted and measurable ad campaignsJust this spring CCOA introduced RADAR the industry39s first digital audience measurement solution for campaign planning buying and attribution RADAR enables marketers to use the same kinds of sophisticated audience segmentation targeting and insights they already use in their digital campaigns and apply them to OOH advertising Targeting anonymous aggregated groups of consumers RADAR illuminates consumer group travel patterns so marketers can reach the highest concentrations of their audience segmentsIn addition OOH now has the power to integrate locationbased mobile data that links target audience behavior patterns location dataamp160and results so marketers know what39s working and where it39s working Impressions are planned and delivered based on understanding of audience demographics and audience behavior This allows marketers to know for example if moms who saw the sign for the sporting goods store were more likely to stop by the store to make a purchase than those who were not exposed to the OOH ad This is OOH advertising infused with digital insights providing better data on the kinds of consumers who are seeing your ad and ultimately revealing the full impact of the campaignAnd it39s a proven gamechanger for brandsTOMS Shoes recently tapped RADAR to measure the impact of its OOH campaigns By way of geofenced billboards and secure mobile location data RADAR provided TOMS with specific measurement analytics including awareness consumption ad recall and brand engagement RADAR attribution partner Placed provided aggregated anonymous data that demonstrated the impact of TOMS39 OOH advertisingLooking to increase awareness of its social mission and encourage consumer action among the 18to34yearold demographic the philanthropicminded shoe brand saw that those exposed to its OOH campaign were 25 percent more aware of TOMS39 social mission versus those not exposed to the OOH ads Further those exposed to OOH showed a greater likelihood to engage with the brand including talking about it with friends 122 looking the brand up online 43 finding it instore 47 and purchasing shoes or other products 44Summer39s NotSoSecret Weapon for Truly Relevant Impactful MarketingThis convergence of dynamic addressable digital OOH screens with mobile audience data and integration of customers39 firstparty data means advertisers can now leverage the power of location and audience insights to deliver the right message to the right audience at the critical time in ways that are proven to impact consumers and drive retail behavioramp160 And given OOH39s powerful amplification abilities when paired with mobile and digital it39s no wonder more marketers are now turning to this OOH to make their ad campaigns relevant to consumers and drive measureable impact at the cash register in the summertime and beyondThe 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

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Reaching the On-the-Go Consumer in Summer

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Dan Levi

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Reaching the On-the-Go Consumer in Summer

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