Mobile Activation

Reaching On-the-Go Consumers with Location-based Mobile and Place-based Digital Out-of-Home Media

Active consumers spend money, and while they’re going about their daily routine, they’re 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. Nearly 88% of all mobile searches were for “near me” related information, and near me-related search is now growing at more than 145% year over year.

The combination of location-based mobile platforms and digital out-of-home media are proving highly effective at reaching on-the-go consumers. Seventy-nine percent of consumers have taken some form of action after seeing an out-of-home ad, with 62% doing so after seeing a digital out-of-home advertisement, according to a study by the Future Foundation on behalf of FEPE International, a global organization representing the world’s major out-of-home media owners.

Digital out-of-home (DOOH) media utilizes strategically placed, networked digital signage displays to reach consumers with highly targeted messages in venues such as transportation hubs and shopping centers. Digital out-of-home networks are location-based businesses. Every digital display—public or private—is tied to a physical location, and that location is attached to a specific IP address. Similarly, location-based mobile (LbM) providers have the ability to triangulate a mobile device’s location within a specific radius and push content and promotions to active locations. Location-based mobile campaigns can drive foot traffic to a nearby retail location, or even target a competitor’s location.

Both location-based mobile advertising and digital out-of-home media share similar targeting and audience capabilities; however, both mediums are only as effective as the on-screen message relevant to the environment. When combined, these tandem platforms provide unique synergies for marketers.

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Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding 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

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