Adcentricity, an aggregator of over 80 out-of-home digital networks, added a mobile component to its offerings via a partnership with Impact Mobile.
"The convergence between digital out-of-home media and mobile is happening now and smart marketers are figuring out how to use these forms of media together to create the ultimate engagement tool," says Rob Gorrie, CEO of Adcentricity.
Gorrie believes adding a mobile component to a digital out-of-home plan enables consumers to interact with brand messages in a relevant way and offers an additional means to evaluate ROI, reports MediaBuyerPlanner. With the addition of this service, Adcentricity can plan and execute digital out-of-home campaigns among 140,000 screens across North America.
Today’s mobile subscribers send more text messages than they make phone calls, Nielsen reports.
With Impact Mobile serving as mobile service provider, Adcentricity's offering will provide advertisers with hyper-targeting capabilities to increase interaction with audiences on-the-go through mobile devices and help extend campaigns across more channels.
Marketers will be able to offer:
- Call-to-Action (SMS, votes, polls, sweepstakes, contests, promotions, coupons, call-back request, text4info, surveys)
- Retail & Redemption (mobile coupons, unique PIN numbers, ticketing)
- Content Delivery (rich content, ringtones, wall papers, games, videos)
- Mobile Applications (mobile internet sites and smart phone applications
Users engaging with digital out-of-home media can use the mobile feature to send pre-programmed, customized messages to specific geographic targets throughout the life of a campaign. A mobile component to any digital out-of-home effort can also help to drive call to action, increase brand awareness and point-of-purchase sales.
According to the Mobile Entertainment Forum, mobile video will take off this year as a result of mobile internet coming of age - but mobile advertising still won't hit the big times.
Meanwhile, growth of new digital platforms, including out-of-home digital networks, is predicted to jump 12.9% between 2007 and 2012, per PQ Media. The US accounts for nearly 40% of global digital OOH spending, but its share will decline over the next several years.
