OUTFRONT Media Helps Local Businesses Amplify Reach With Mobile Ads
Gail Chiasson, North American Editor
New York-based OUTFRONT Media Inc., one of the largest out-of-home media companies in the U.S., announced this week (April 13/16) that over 200 local businesses across the country are utilizing the OUTFRONT Mobile Network.
It’s part of OUTFRONT’s strategic solution for location-based mobile marketing capabilities through a custom geo-fencing solution powered by xAd, a location-based mobile marketing firm.
The technology has the ability to empower businesses of all industries, sizes, and digital sophistication with cutting-edge mobile advertising capabilities primed with out-of-home advertising – a combination that studies show is 48% more likely to engage consumers than stand-alone mobile ads.
“Our commitment to helping local businesses drive meaningful engagement with consumers has never been stronger,” says Jodi Senese, executive vice-president, chief marketing officer, OUTFRONT Media. “We believe, and research confirms, that mobile and out-of-home advertising have incredible synergy, and we are only at the tipping point of its potential.”
Using geo-fencing technology, the OUTFRONT Mobile Network creates a virtual radius around a business’s out-of-home assets and other secondary locations to deliver a mobile banner ad that takes their target consumer to a dynamic landing page. The landing page is an important conduit in the mobile interaction, as it communicates the top actions the business wants a consumer to take, including calling the business, visiting its website, purchasing a ticket, or getting directions. OUTFRONT Media has seen significant usage growth in the entertainment, retail, and professional services categories, with businesses reporting notable lifts in consumer engagement. Hollywood Casino, Zelda: Symphony of the Goddesses, and Baxter Avenue Haunted House are among the hundreds of businesses reporting unprecedented consumer engagement with the OUTFRONT Mobile Network.
Hollywood Casino, Aurora, Illinois, geo-fenced a 10-mile-radius around its billboard locations and other key secondary locations, triggering a mobile ad, which advertised a promotion to win $2,000,000. Upon receiving the ad on their phone and clicking the banner ad, potential customers were taken to the promo page of Hollywood Casino’s website. Following the four-week campaign on the OUTFRONT Mobile Network, the casino reported 2,121 clicks to the website, which is 123% above the mobile industry average.
The event, ‘Zelda: Symphony of the Goddesses’, leveraged the OUTFRONT Mobile Network for the premiere of the show in New Orleans, LA. In order to reach their target audience, they geo-fenced their billboards, the theater, and nearby universities. The banner ads directed consumers to a landing page that enabled them to purchase tickets, visit the website, and get live directions from their phone’s native mapping app. The mobile ad campaign achieved an 82% lift in consumers taking a secondary action.
And to increase and drive awareness of a local haunted house in Louisville, Kentucky, Baxter Avenue Morgue deployed a month-long campaign with the OUTFRONT Mobile Network, advertising on posters and bus shelters and setting up a one-mile radius around the out-of-home assets. Baxter Avenue Morgue also geo-fenced a local high school during football games to target families in the area. The campaign reported a 47% lift in secondary action rates above the industry average.
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