Supercharging OOH
Using OOH with Mobile and Social is an opportunity for brands to improve how the media channels perform and to make them work harder together to deliver clear business results.
By integrating the power of physical experiences from OOH advertising, with the data and connectivity of Mobile and Social, we can help clients use targeted location to ensure that customer experiences are more seamless and marketing effectiveness is boosted.
Why do it?
Advertising activity and associated KPIs are amplified by using cross-media channels. OOH is the best digital media primer for mobile and Social online activation - both are part of ‘outside the home’ reality and both are immersed in location.
The goal is to make the brand and performance channels work harmoniously and harder through geographic coordination. We expect uplift in brand building and performance KPIs through this integrated approach.
Out Of Home has a unique ability to drive Mobile activation and no other medium offers effectiveness at better value.
3 in 4 consumers
report taking an action on their Mobile after exposure to an OOH ad (OAAA)
Mobile click-through rates increase by
up to 15%
when supported by OOH (Campaign)
OOH campaigns can create a
38% uplift
in short-term brand action taken via Mobile (Outsmart)
By supporting the OOH media investment with proximity targeting on Mobile and Social, we bridge the gap between brand and performance media.
OOH builds the awareness of the campaign and message, helping to attract new customers. The role of Social is to increase engagement levels (e.g. via View Through Rate) and therefore improve consideration, whilst Mobile drives action.
We also monitor whether exposure to OOH and Social Media together plays a role in making the Mobile drive-to-store creative work harder, resulting in higher footfall uplift.
OOH’s ability to complement other media channels can culminate in a seamless and highly effective advertising campaign and this integrated strategy can reach consumers in the moments that matter.
Jake Kalliath
Jake is a seasoned advertising professional with an impressive track record of working across the full spectrum of advertising. He spent 5 years in strategy and tech at creative agencies, including AKQA, where he worked on the cutting edge of Nike wearable tech.
Jake is CoFounder of three companies: Kuudos a Social platform for deals in New Zealand, Bitposter, an automation marketplace for outdoor media, and its successor Mediabridge.
