In the era of fast-paced technological advancement, data has consistently accelerated. Now, data can be found everywhere including the apps on mobile devices and even on travel cards. An estimation of 2.5 quintillion bytes of data is being produced globally over the years. However, this data will only be considered valuable for marketers when it is analysed and applied effectively.
As mobile devices are highly penetrated worldwide, location data has been very helpful in creating relevant and personalised mobile targeting campaigns. Hence, using data effectively will likely improve the effectiveness of a mobile-targeting OOH campaign.
Data-driven OOH + mobile campaign
OOH is a trusted media format that can engage audiences more effectively as people spend 70% of their time out of home. People are always on the go, and always with their mobile phones. A data-driven OOH + mobile campaign will highly engage people more effectively. Data-driven advertising takes into account all of the data marketers have about their customer behaviours and applies it to create a more meaningful customer journey.
Location-based information can be collected from multiple sources such as IoT sensors, camera analytics, Google traffic and including mobile devices data; social media, GPS and search history. This data enables marketers to profile the audiences-density and interest of those passing by the OOH campaign sites.
There are many ways brands can leverage their search data, browsing and buying behaviour - historical data like purchase history, engagement trends, location data, and other data in order to deliver more personalised ads. Location data is one form of data that is used for getting insights beyond marketing.
Location data has been transforming the usage between OOH media and mobile communication. Location intelligence had became a segmentation factor, which marketers can use to build predictive intent and in creating contextual relevant ads. Marketers knew that integration between the physical world and the virtual world is vital. Thus, location intelligence will helped in providing relevant data for retargeting - mapping the digital audience journey to match the OOH campaign intends.
Maintaining Omni-channel Presence
Nowadays, brands face a unique challenge on being constantly present on various marketing channels. Combining OOH media with mobile advertising has been proven effective as the study by USA TouchPoints highlights that the application rate increase by 316% when smartphones and OOH campaign are integrated together. Nielsen reported that 66% of smartphone users took some type of action online after seeing an OOH advertisement.
This further proves that marketers can increase both reach and frequency when they target the same audience with both outdoor media and digital media, through mobile usage.
The OOH media engagements with mobile can be done in several ways, such as QR codes, mobile tags to social media, AR trigger graphic and more. Additionally, by planning both media together, marketers are ensuring a consistent and relevant message are being translated down consumer journey, which will have higher resonance and conversion. The last mile in the customer’s journey is the most vital as it leads down to the conversion funnel, so marketers should not disregard any platform and maintain the omnichannel presence.
Location intelligence can be used to build audience profiles that make it possible to create highly personal mobile campaigns by applying the offline behaviour of users to the targeting process. This has enabled a real-time message delivery based on a device’s location. LSA Market Landscape Report states that location-targeted mobile advertising is expected to reach $32 billion by 2021. When the location of a device is nearby the location of the OOH campaign, it will automatically show a mobile ad that is relevant to the audience of the OOH campaign. This effort is to extend the OOH message to mobile by using location data collected. Geo-targeting and geo-farming are two of geo-fencing forms.
Audience segmentation targeted devices based on demographics, browsing behaviour and location. Social media is one of the powerful tools that help in segmenting the audiences. Most people today share their location data openly on various apps on their mobile devices, especially on social media. Marketers need to grab this opportunity to personalise their campaign based on these audiences data. Additionally, an OOH campaign that provides location-based information on their content will likely attract more audiences to extend their search on their mobile devices.
Targeting audiences who have visited specific locations in the past is also one form of mobile geofencing, known as geo-farming. This strategy is mainly executed on mobile devices who have entered a defined location-geofence and targeting devices that have left the geofenced area. For example, if marketers want to reach soon-to-be bride and groom, they can geofence a wedding expo showcase and advertise their message during the event. However, most people would not actively browse their mobile phones while at the event. Fortunately, geo-farming enables marketers to reach those audiences after the event by continuing to send relevant ad messages even after they left the geofenced location.
Revolutionising the advertising world
Technology is quickly revolutionising how brands reach their targeted audience and it has become a need for brands to target the right audience at the right time on both the physical and digital world. This can be achieved by integrating the mobile and OOH media. The combination of mobile and OOH serve as vectors of experience and creativity in which the customer’s journey will be more interactive and personalised. Plus, location data offers much more than highly targeted ad experiences for brands. With increasing access to real-time location intelligence, marketers can use these insights to gain competitive edge, plan better customer journey, creating more relevant contents, which will ultimately resulted in more conversions.