Shazam and Adspace Networks to Bring Location-based Mobile Ad Retargeting to DOOH Mall Screens
NEW YORK, NY — The combination of location-based mobile advertising and place-based digital out-of-home media is proving highly effective for increasing brand engagement with on-the-go consumers. That’s why today’s announcement from Shazam, a leading mobile engagement provider, and Adspace Networks, a leading provider of digital advertising in malls and cinema lobbies makes perfect sense.
Adspace Network’s shopper engagement will increase across more than 200 shopping mall locations through a new partnership with Shazam. Adspace Digital Mall Networks currently reaches 59 million shoppers each month across more than 300 shopping malls nationwide using video advertising.
The partnership with Shazam enables Adspace to enhance the consumer’s mall experience by extending video campaigns across their 3600 mall-based screen network using Shazam’s location-based mobile technology, and provide brands with a complete, customizable mobile content experience. When the rollout is complete shoppers will be able to interact with mobile advertisements for exclusive offers and added content.
“The marriage of mobile and location-based video just makes sense,” said Dominick Porco, CEO, Adspace Networks Inc. “Now, through our partnership with Shazam, we are able to offer our advertisers a seamless way to retarget their ads and extend their content to consumers’ smartphones.”
According to Shazam, their technology “watermarks” a shopper’s smartphone location using ultrasonic signals when a shopper is within 40 feet of a floor or aerial-mounted digital screen. The integration of mobile and digital out-of-home platforms provides advertisers with a new to way to customize their message and connect with millions of smartphone-enabled shoppers. In addition, Shazam’s ultrasonic technology remains active, whether a brand’s commercial is airing or not on Adspace’s network, so the platform’s mobile experience is always available to mall shoppers.
“At Shazam, our goal is to put the power of discovery into the hands of millions of users wherever they are – whether it’s at home or on-the-go” said Rich Riley, CEO, Shazam. “With our latest launch, we’re excited to move into the mall environment for the first time, offering a whole platform for brands and consumers to connect in a meaningful way.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
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. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media