Gone Mobile: The Out-of-Home Connection -- Suzanne Grimes

To personify how mobile is changing the consumer experience Greg Stuart CEO of the Mobile Marketing Association said grab a pen and amp8220If youamp8217re righthanded write with your left hand If youamp8217re lefthanded write with your right handamp8221 Go ahead try it this is what change feels like before itamp8217s familiarThatamp8217s how Stuart got his audience going at the TABOAAA OutofHome Media Conference in Orlando last week Across the Atlantic mobile was also the focal point as Clear Channel Chairman and CEO Bob Pittman officially introduced Connect at the International Festival of Media in Rome Connect is Clear Channelamp8217s new global mobile ad platform introducing interactive capabilities on our pedestrian signage across 23 countries and 5 continents reaching 175 million consumers a month This is a first and thereamp8217s one device that made it possible amp8211 the smartphoneOutofhome has long been viewed as a static medium Not anymore Here are five ways we are using OOHMobile integration to drive innovationLocation location location Mobile is tailormade for hyperlocal advertising targeting users based on location time of day and even the weather Outofhome caters to local advertisers Marry the two and advertisers are capable of reaching an entirely new set of consumers Itamp8217s no longer about choosing a DMA amp8211 but delving in deeper to individual consumer DNAPersonalization SMS QR codes and iBeacons transform a static board into an interactive personalized experience The instant gratification for more information is delivered through technology built right into our transit shelters Engage passersby with great creative and provide more than what they were expectingConnection While mobile developers continue to produce smaller devices the fact is you canamp8217t fit everything on a small screen As Josh Kruter Clear Channel Outdooramp8217s vice president digital product has simply put it amp8211 create larger moments Take mobile messaging and amplify it on an outdoor screenPath to Purchase Moving consumers quickly through the purchase funnel has always been the goal for retailers amp8220Shopableamp8221 content has evolved from circulars to mobile flash sales and customized couponing With iBeacon billboards can project a targeted sales message with data gleaned from loggedin mobile devicesApplication of Data Media analysts now know precisely how many people on average see every flip of every measured piece of digital outofhome inventory nationwide Combined with mobile data these insights provide a road map to purchase intent and increase marketing efficiency But we need more More data more metrics more insights and they need to be accountable comparable and keeping pace with measurement innovations in other media Our industry is moving faster to get there and is laserfocused on providing the best ROI for advertisersAs youamp8217re reading this another dozen mobile innovations will be conceived tested and launched maybe biometric moodbased or a new take on gamification Itamp8217s our job as marketers to be mediafluent in what weamp8217re selling Share innovations with clients and create a game changing campaign togetherPresident and COO Suzanne Grimes is leading the transformation of Clear Channel Outdoor North America into a dynamic media business that fully recognizes the potential of integrated digital and mobile marketing opportunities in outofhome across the US and Canada Follow Suzanne on Twitter at SuzanneGrimesCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Gone Mobile: The Out-of-Home Connection -- Suzanne Grimes

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