A DPAA-Sponsored Feature.
Given the variety of media choices and devices, people today have much more freedom in how they can access their favorite content. At present, the ad industry is lagging behind these changes in consumer behavior and is in search of ways to bridge this gap.
As most new media, direct (‘push’) mobile marketing is suffering from the growing ad-avoidance trends that have been made possible by the latest technologies. Out-of-home (OOH) advertising, however, appears to be the medium least affected by the ad rejection. In this respect, combining OOH with mobile offers brands unprecedented advantages for engaging consumers and measuring the effectiveness of campaigns.
As it is becoming increasingly digital and versatile, OOH is now a critical component of any marketing strategy. The oldest advertising medium is now enhanced with high impact content on digital displays everywhere we look, and it now generates $7 billion annually.
OOH has been growing in importance because today people spend most of their time outside of their homes; in the meantime, wherever they go, their mobile devices go too. By integrating mobile with digital OOH (DOOH) campaigns, marketers can reap the benefits of both the mass reach and one-on-one communication.
SITO Mobile, a Jersey City, NJ-based mobile engagement platform, has burst on to the OOH scene with robust mobile advertising offerings that make brand campaigns more effective by connecting OOH advertising with mobile phone users.
SITO Mobile’s Technology:
Currently there is no ideal way to measure how effective OOH ads are in driving people into stores and if they eventually lead to purchases. SITO Mobile’s proprietary technology enables brands to engage in personal, one-on-one conversations with consumers at any sign’s location, and then continue the conversation once the consumer leaves the area, all the way through the path to purchase.
SITO Mobile targets audiences with mobile usage data sets based on historical geo-patterns, enabling marketers to better understand what demographics are being targeted, rather than relying purely on online behavioral habits. These granular data sets provide OOH advertisers with market-first attribution metrics, measuring the impact that any particular OOH campaign achieved at store level.
SITO Mobile’s location-based technology uses latitude and longitude data, and builds custom audiences from it. OOH is a uniquely efficient way to engage mobile phone users, and, with mobile integration, ad recall significantly increases, resulting in higher attribution.
SITO Mobile’s Clients:
SITO Mobile currently works with 20 percent of the Fortune 200, including Amazon, Coca-Cola, and Microsoft. Other clients include the NBA, New Jersey Lottery, Gap, Heineken, and Samsung. SITO Mobile currently boasts a 90% client retention rate.
The effectiveness of SITO Mobile’s technology and campaigns is measured by way of analyzing the physical store/dealership visitation data with the help of its proprietary Verified Walk-In (VWI) technology, as well as by measuring same store sales lifts and other key performance indicators.
How SITO-Mobile-enabled Campaigns Work:
A prime example of the power of SITO Mobile’s technology was a recent campaign for Gap, where a campaign-specific mobile offer was added to the clothing retailer’s OOH ads in New York City, Chicago, and San Francisco.
Through the campaign, consumers were invited to interact with an in-app banner ad and download a $10 discount coupon. The banners were triggered when a consumer entered a geo-fenced area surrounding Gap OOH ads.
The results speak for themselves – average ad performance was twice the industry average and as high as three times in San Francisco, and for every $1 of media spend the client saw $4 of in-store purchases.
SITO Mobile joined the Digital Place-based Advertising Association in 2015.
For more information on SITO Mobile, visit www.sitomobile.com.