OOH and Mobile- Perfect Together!
Recent reports from the Outdoor Advertising Association of America (OAAA) have confirmed that OOH advertising is up for the second year in a row, primarily due to new opportunities for interactive mobile uses.
At a recent Advertising Club of New York event, James Davies, Posterscope’s CSO, discussed opportunities for combining interactive mobile applications with OOH. He emphasized the idea that “mobile devices could be transformative in out-of-home advertising, as they offer an opportunity for two-way communication that could drive engagement,” adding that digital billboards should be utilized for adjusting messages in real-time, based on factors such as weather, traffic patterns and Twitter activity.
Gap is a prime example of a company utilizing the medium in new and creative ways. Beginning this year, Gap has put OOH advertising to use in several unique approaches. In October, they were the first marketer ever to grace the front of New York City Metrocards with their “Be Bright NYC” campaign message. Not only was the promotion itself effective, but the additional publicity received from The New York Times and local TV news outlets covering the campaign was successful advertising in and of itself. Now Gap is launching an interactive in-cinema spot which prompts moviegoers to text for special offers.
These days, just about everyone carries the internet in the palm of their hands, everywhere they go, constantly. Thanks to mobile, out-of-home is the “new black.”