Bet you’re wondering…. which traditional media channel boosts mobile marketing. Before I tell you, here’s a hint:
It’s big, bold, and ubiquitous.
Still don’t know?
The one traditional media channel that actually boosts your mobile marketing efforts is… (drum roll)…
Out of Home! You know… billboards, transit shelter ads, bench ads, waste receptacle ads (street furniture)- outdoor marketing!
According to the Outdoor Advertising Association of America (OAAA) in a recent study (and reported by MarketingCharts):
Out-of-home (OOH) media outpace other traditional media in reaching smartphone users in the hour before they engage in specific mobile activities such as mobile shopping, mobile search, and mobile social networking.”
OK, so it may be a conflict of interest by the OAAA, so take these results accordingly. But, do check out these stats:
- OOH media reached panelists in the hour prior to 43% of mobile shopping activity, ahead of TV (27%), AM/FM radio (12%) and print newspapers (3%)
- OOH media similarly reached participants in the hour before 32% of mobile search activity, outpacing TV (26%), AM/FM radio (9%); and print newspapers (2%)
- OOH media reached panelists in the hour prior to 28% of mobile social media activity, matched by TV (27%) in this instance, but ahead of AM/FM radio (8%) and newspapers (1%)
- OOH media reached participants in the hour before 34% of brand-related social media activity, again on par with TV (34%) and ahead of AM/FM radio (15%) and print newspapers (7%)
MarketingCharts reports that OOH advertising has previously been touted for its ability to spur mobile behaviors. It “isn’t effective in just reaching consumers prior to mobile activities. It also outpaces other traditional media in reaching smartphone users in the hour prior to QSR [quick service restaurants] visits and mall visits, and in the same half-hour as considering purchases in the automotive, fashion and apparel, and fast food categories.”
The interesting thing about OOH marketing is that it isn’t as costly as you may think. And, if these study results are accurate, you can integrate it with a mobile marketing campaign.
In my former life working for a large nonprofit organization, we used OOH in strategic locations with excellent results. At that time, mobile marketing didn’t exist, so we used it for campaign awareness during the four-month annual fundraising campaign.
Have you had any experience using OOH marketing? Why not share your results?
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