Partnership Adds Mobile Interactive Capabilities to Traditional Outdoor and Digital OOH Advertising Campaigns
UNITED KINGDOM — Kinetic Worldwide has announced a partnership with Endeavour Media that enables advertisers to add mobile interactivity to traditional and digital out-of-home advertising campaigns. According to Kinetic, interaction is achieved by tagging campaign creative with hidden codes, which are customized and dynamically managed according to brand strategy via Endeavour’s activation platform. Consumers can be directed to m-commerce sites, obtain coupon notifications, receive customized content, be prompted to take a survey, and more. Users can save content for review and access messages later without scanning again. The platform enables advertisers to take full advantage of context to cultivate consumer action while tracking and measuring results.
Endeavor’s platform can take any out-of-home campaign, whether traditional or digital, and encode it to interact with a mobile device and enable interaction. The tags can be updated throughout the campaign cycle to activate different content at different days and times, or in response to environmental triggers. No changes are required to campaign creative or to the physical campaign location.
“Our platform has a multi-pronged approach that can utilize all mobile tagging forms. This enables brands to have complete flexibility and ease in how they engage audiences via OOH and mobile, and to select the most optimal methods for achieving their campaign goals. Any offline encounter can be converted into a mobile engagement,” says Babak Monfared, CEO of Endeavour Media. Endeavour is the only global provider of an activation solution utilizing eight forms of mobile tagging.
Kinetic’s new partnership enables out-of-home advertising campaigns to be interactive by seamlessly linking out-of-home media inventory with mobile media and online, enabling brands to connect with and influence customer intentions at the right moment and in the right environment. The partnership will enable Kinetic to offer stronger contextual campaigns, higher impact and engagement, better tracking of ROI, and an enhanced ability to cultivate relationships with consumers.
“With our new initiative, we advance the ability of brands to make powerful connections with people on the move. At Kinetic we are continually evolving to ensure we deliver the most relevant connections with clear and measurable outcomes, and our partnership with Endeavour Media is a major step forward in that evolution. We’re enabling OOH to be the backbone of communication strategies,” says Mauricio Sabogal, Global CEO of Kinetic Worldwide.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.