Combining Interest and Location with Immediacy Enables Brands To Respond to the Uniqueness of the Moment
NEW YORK, NY — Understanding the nuances of how consumers want to receive content is one of the key challenges facing marketers today. Delivering content that resonates means connecting with people’s interests, and tying that content to the environment that the consumer is currently in. Combining lifestyle interest with location enables marketers to respond to the uniqueness of the moment with immediacy and relevancy.
There’s never been a better time for marketers to reach consumers in highly urbanized environments. As opportunities for jobs, education, housing, and transportation improve life in most urban areas around the globe, the trend for populations to concentrate around city centers has accelerated. People are spending more time outside their homes and workplaces than they did just a few decades ago, and advertising platforms such as digital out-of-home (DOOH) media is highly effective at reaching them. DOOH media enables advertisers to intercept active consumer with relevant, highly targeted messages across a wide range of venues and touch points as they move throughout their day.
As a society we have become more mobile and we’re living closer together, and DOOH media is having a greater impact on influencing purchase decisions. According to PQ Media, the average consumer was exposed to various forms of DOOH advertising for more than 14 minutes per week in 2013. PQ Media’s report cited several key growth drivers that included consumers spending a record amount of time with media outside their homes; increased engagement during the day with interactive content on digital out-of-home screens that are linked to wireless devices; longer work commutes; and consistent growth in leisure travel and shopping hours.
For example, in 2013 Australia became the first global market in which consumers were exposed to digital out-of-home advertising for more than one hour per week, fueled by a surging DOOH industry in a country where 90% of the population lives near the largest cities and most of the DOOH media inventory.
Marketers that tailor programs to address consumer’s interests based on location will have a greater chance at advancing their brands and their bottom lines. One digital out-of-home network that’s getting it right is Inlink, one of the fastest growing digital-out-of-home media companies in Australia with a national audience of 1.5 million DOOH viewers. Inlink recently launched a new content platform that’s centered around lifestyle to increase engagement with its targeted audience. Inlink’s CityLife is a new content platform that connects active lifestyle both online and across a network of more than 2500 digital signage screens installed in office towers, cafes and fitness centers across Australia’s central business districts.
Inlink’s CityLife was established after surveying their existing audience, which enabled Inlink to develop content relevant to consumer’s major interests. Inlink has formed a partnership with Timeout Australia that optimize CityLife’s Live, Work & Play content with reviews of bars, restaurants and upcoming events tailored specifically for each city. In addition, CityLife features content from Greatist.com, a highly regarded website focused on fitness, health and happiness.
“CityLife is a natural evolution for our business, aiming to enhance the experience of central business district professionals in captive moments as they go through their day,” said Oliver Roydhouse, Managing Director of Inlink. “Providing updates on health, fitness, inner city entertainment, and all things lifestyle will ensure deeper engagement across all our platforms.”
Inlink’s ability to nationally broadcast content to thousands of digital signage screens across Australia’s multiple central business districts combined with a growing online community ensures the presence of CityLife is one that’s felt across Australia bridging the gap between virtual and physical.
Images: courtesy of Inlink
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