Mobile keeps out-of-home marketing relevant: Eye exec
By Tricia Carr
January 18, 2013
Cadillac augmented reality
During the “Mobile and Out-of-Home Advertising Collide” session, the executive discussed why mobile is the driver in engagement with out-of-home advertising since it allows consumers to take the ad content with them on the go. This session was a sponsored presentation.
“Out-of-home operators are looking for ways to incorporate mobile so their media stays relevant to consumers and they can grow with the new technology through social and mobile engagement,” said Jeff Gunderman, general manager at Eye, New York.
Adapting to change
Mobile is changing how brands interact with consumers through out-of-home media in quite a few ways.
Social media is one type of mobile engagement strategy for out-of-home marketers to consider. Mobile is a catalyst that allows brands to break into the social media environment.
Once a consumer has linked from an out-of-home display to the mobile content, there is an immensely larger chance that they will share that content with their friends on social networks such as Facebook, Twitter, Pinterest or Tumblr, per Mr. Gunderman.
The key is to create compelling content that is worth sharing.
Mobile-based augmented reality is one way to impress consumers through out-of-home advertising. The ad should link consumers to the experience on their smartphone.
A widely-used strategy to connect out-of-home placements to related mobile content is through QR codes.
Most marketers have used a QR code as a trigger to get their brand’s content on a mobile device.
Bluetooth is another way to connect mobile users to ad content, but is most effective in enclosed spaces such as airports and malls.
Consumers who have their Bluetooth set to “discoverable” can receive brand communications on their device depending on their location.
This technology gives marketers the ability to create an area where they can proactively engage and push information out to consumers.
Another out-of-home marketing tactic centers on NFC-enabled mobile devices. Out-of-home ads should encourage consumer engagement with an NFC touch point so that users automatically download content or are directed to a mobile web experience.
The NFC chip is native to quite a few smartphones, but one drawback is that Apple has not yet adopted the technology for its mobile devices.
One additional mobile channel that marketers should use to reach a larger percent of the population – including those that use mobile phones that are not WiFi-enabled – is SMS.
SMS is a critical part of the overall strategy to reach a larger audience, per Mr. Gunderman.
Indeed, SMS allows marketers to reach baby boomers and older consumers who do not own smartphones, but carry SMS-enabled phones.
Out-of-home advertising can engage with consumers via an SMS call to action so that consumers must text the brand to receive more information or a mobile offer.
Mobile is a must
Consumers are spending so much time with mobile devices that brands need to be there, per Mr. Gunderman.
In fact, four in five U.S. consumers now use their smartphone to shop.
Eighty percent of smartphone users visit social networks on their device and 76 percent of users watch video.
Nonetheless, mobile ad spend is disproportionately low in relation to the amount of time consumers are spending in the space.
In a 2011 study by eMarketer, it was uncovered that consumers spend an average of 10.1 percent of their time per day with mobile media yet U.S. ad spend on the channel averaged .9 percent.
In comparison, the average amount of time that consumers spent with magazines was 2.8 percent of their day in 2011, but ad spend was 9.7 percent.
Mobile web is an integral piece in a marketer’s mobile strategy since it can be accessed on any device, per Mr. Gunderman.
On average, consumers use six app on a regular basis, but there are thousands of apps available.
Linking out-of-home marketing to a mobile site experience can up usage and help marketers to tap into consumers’ time spend on their devices.
“Mobile offers tremendous opportunity to enhance a brand’s reach and relevance,” Mr. Gunderman said. “Out-of-home media is quickly adapting to enable mobile engagement.
“Lastly, mobile-savvy advertisers are beginning to dominate this underutilized opportunity,” he said.
Tricia Carr, editorial assistant on Luxury Daily, New York
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