Spotlighting Mobile’s Larger Role in Out-of-Home Marketing

Consumers are spending larger portions of their day outside the home and are increasingly using their mobile devices during this time Itamp8217s the mobilemobile connection These trends are supported by two key findingsamp8226 70 of all waking hours are spent away from home 1amp8226 68 of all mobile usage occurs away from home 2Most significantly in a 2014 survey of time spent on five major media in the US mobile was the only medium which posted an increase in time spent and a considerable one at that From 2009 to 2014 time spent on mobile increased from 4 to 23 3This large increase begs the question What is accounting for more time spent on mobile To start consumersamp8217 viewing habits have changed They are consuming media onthego regularly whether it be bingeviewing their favorite show on their tablet or catching up with the latest news on Twitter Additionally traditional and online retailers are experiencing a major surge in mobile commerce with half of ten major retailers already reporting a larger mobile consumer base than a desktop one Moreover 57 of Targetamp8217s customers only use mobile to digitally purchase products Additionally the growth trajectory of mobile commerce is particularly striking While it represented 25 billion in revenue in 2014 mobile transactions are expected to grow eightfold in 2018 and two thirds of those transactions are very likely to occur when those consumers are away from home 4Mobile has experienced tremendous growth across many different functions including video consumption search and commerce and across many diverse industries including banking and retail The convergence of these elements enables static billboards and transit displays to have a large impact on branding and affords marketers and brands using those media mass audience exposure leading to substantial activationConsumers have exhibited an interest in more fluid experiences in the outofhome market that transition seamlessly from mobile andor online to outofhome and vice versa In fact consumers have been seeking and embracing a greater role in shaping and cocreating content in the digital outofhome market which smartphones and tablets are well equipped to provide The sharing of photos stories and other experiences via mobile devices in public places has become much more common in recent years In this context the application of usergenerated content in digital outofhome campaigns incorporating mobile can be particularly effective This was illustrated by the success of Tropicanaamp8217s amp8220worstmorningeveramp8221 campaign launched in 2014 Digital displays in New York City motivated consumers to tweet in their worst morning ever using a designated hashtag Top tweets were pictured on the screens adjacent to Tropicanaamp8217s positive outlook on the scenario This engagement effectively bridged the digital and physical world while also creating a contextually relevant and hilarious campaignIn addition mobile device location data is drastically improving how advertising messages are targeted The rise of location based marketing opens new doors to seamlessly deliver the most relevant message based on the context of the location and the audience present Based on this data advertisers can now deliver targeted mobile messages triggered by location that are directly linked to the physical outofhome asset In this way mobile again provides the bridge between the real and virtual worlds The tie between the two mediums will only strengthen as they continue to use shared location data set and audience definitionsIn light of these developments brands and marketers are more closely integrating mobile and outofhome in omnichannel marketing campaigns that have a longer lifespan and broader reach The close connection between mobile and digital outofhome marketing is particularly evident in such practices as amp8220showroomingamp8221 in storesThe marketing impact of marrying outofhomeamp8217s large screens with mobileamp8217s small screen has become abundantly clear Data has emerged proving that outofhome advertisements have the power to drive search and sales for brands with 58 of people searching the web and 38 buying a product after viewing an outofhome ad Moreover adding outofhome to a mobile app media plan can increase audience reach by 318 5 Major innovative brands like Apple Google and Microsoft understand this and have employed outofhome in both traditional and new ways to reach special target audiences and expand their experiential marketing efforts in public places Key startups like GitHub and Dice and apps like Seamless and GrubHub are also using outofhome successfully as a brand building medium These signage campaigns are aimed at inducing customers to activate the accounts and services of those companies in stores restaurants concert halls subways and other outofhome locationsThe symbiotic role between mobile and outofhome marketing is clear A brave new world lies ahead for marketers and brands that can grasp and exploit the larger significance of mobile in the outofhome world The target audience is already there outofhome is Outfront in all the right venues and smartphones are in hand ready and waiting to interact with the brand1 Nielson Shifts in Viewing The Cross Platform Report Q2 20142 Arbitron Outofhome Advertising Report 20133 Business Insiders eMarketer April 20144 Business Insiders amp8211 comScore July 20145 TouchPoints USA Billboard Study 2012The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggersamp160

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Spotlighting Mobile’s Larger Role in Out-of-Home Marketing

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Jodi Senese

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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Spotlighting Mobile’s Larger Role in Out-of-Home Marketing

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