Skip to main content
Instapage

How Mobile Is Reinvigorating Out-Of-Home Advertising

times square new york billboard advertising - Shutterstock used under license

In many ways billboards are in the same boat as other traditional media. They’re “static” and ROI is challenging to measure. Yet, ironically, mobile is helping give out-of-home (OOH) new life.

For example, location analytics company Placed has introduced what it calls “Out-Of-Home Attribution.” The idea is to connect OOH exposure to store visits. Place does that with a large panel of opt-in smartphone users who agree to share location in exchange for incentives.

The principle is the same as connecting mobile or PC ad exposures to store visits. Mobile marketing platform xAd also works with OOH and provides audience and attribution data.

Rather than showing simple surrounding foot or auto traffic near a billboard or OOH site, Placed is also promoting what might be called “OOH viewability”:

Placed is introducing a patent pending approach to viewability that goes beyond proximity and takes into account angle, distance, and direction. The ability to not only measure proximity, but viewability, combined with the digital standard for ad to in-store, makes OOH on par with digital in terms of measurement and attribution.

Placed OOHSource: Placed

Placed announced launch partners that include Rapport, Horizon, Posterscope, Kinetic, Clear Channel Outdoor and National CineMedia (NCM).

This announcement is part of a larger story: connecting media exposures (PC, traditional, mobile) to real-world consumer actions: store visits and sales. This is a major 2016 trend.

Clicks and impressions will have far less value going forward and business outcomes and actual consumer behavior will become the new currency to judge and optimize digital (or traditional) media performance.



via Marketing Land

Comments

Popular posts from this blog

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become majestic.com. Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of majestic.com (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

What will happen to influencer marketing if Instagram ‘Likes’ go away?

In April, app researcher Jane Manchun Wong discovered Instagram was testing removing “Like” counts on posts. At the time, an Instagram spokesperson told TechCrunch it was not a public test, but an internal prototype and that the company was “exploring” new ways to reduce pressure on Instagram.The possibility that Instagram – a primary platform for influencer marketing – may potentially eliminate “Likes” could impact the influencer community, causing brands to question whether or not an influencer has enough sway to contribute to the brand’s marketing efforts. Without an outward facing metric such as “Likes,” influencers would have to rely on other resources to prove their content is worthwhile – once such resource: influencer marketing agencies.Good news for agencies“I do see it as a good thing for influencer marketing agencies and platform providers,” said Leah Logan, VP of media product strategy and marketing for Collective Bias.Logan’s influencer marketing agency works with a numbe…