Digital out-of-home advertising works ideally in combination with mobile advertising as an effective driver for online shops, a recent study by geschenkidee.ch has revealed.
The future is digital: more and more companies are specializing in online retailing. Out-of-home media connect the real world with the digital: animated screens in particular are eye-catching and easily visible.
Now a study of the Christmas campaign run by geschenkidee.ch in December 2016 demonstrates just how effec- tively digital out-of-home advertising works in combination with location-based mobile marketing.
Details of the campaign
For a week in December 2016 we analysed the Christmas campaign run by our clients geschenkidee.ch. The campaign featured ten digital screens in the city of Zurich showing animated advertising spots for geschenkidee.ch over a period of one week and was given additional support through the use of location-based mobile advertising programmed by our partners Adello.
The mobile ads were broad- cast no further than 50 metres away from the screens and were shown in four different formats*. Digital OOH is an effective generator of reach and the smartphone is a «bridge» and activator.
- Total clicks: 3,143
- Mobile ad impressions: 627,264 (5% above target)
- Click through rate (CTR): 0.50%*
- Comparison of geschenkidee.ch mobile performance (CW50 2016 vs. 2015)
- +22% conversion rate
- +2% sessions
- The click-rate of 0.50% achieved is significantly above the benchmark.
Digital OOH is an effective driver for a «mobile» response
Out-of-home advertising has evolved from being a standalone medium to become an access medium for digital and mobile brand activities. Out-of-home advertising is an ideal partner for mobile advertising, working as a powerful driver for immediate responses and interaction.
According to Google, about one third of all mobile search have local intent. In fact, a recent study by Pew Research revealed that approximately 7% of adults who go online with their mobile phone also use location-based services. While 7% might not seem like very much, it’s important to recognize that location-based mobile users represent a high-value target for marketers, and their numbers are growing.
Research from the National Retail Federation’s (NRF) Mobile Retail Initiative has projected that by 2015, consumers will use mobile phones to purchase goods and service worth almost $120 billion, representing about 8% of the total e-commerce market.
“When we think about digital out-of-home and mobile together, we think about it as being an amazing activation vehicle,” said Adam Towvim, Senior Director of Business Development at Jumptap, a provider of mobile advertising solutions. “It’s one of the most targeted and personal mediums around.”
Collaboration Creates Deeper Engagement
“Location-based marketing is about extending an experience for consumers in a particular place and tying people together through a shared media experience,” said Matt Welton, Vice President, USA, never.no.
Advertising agencies are looking to expand on their relationships with consumers and see location-based mobile marketing as a channel that can create deeper engagement for brands. They’re looking for customized solutions, not commodity-level ideas.
Mobile marketing is currently being executed on a case-by-case basis, so it’s more of an experiential execution rather than one that’s driven by core business strategy. It requires a lot of thinking and strategic partnerships to develop strong creative solutions.
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