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OOH Digital Network Aggregator Offers Mobile Component to Campaigns

Adcentricity, aggregator of more than 80 out-of-home digital networks, has added a mobile component to its offerings via a partnership with Impact Mobile.

“The convergence between digital out-of-home media and mobile is happening now and smart marketers are figuring out how to use these forms of media together to create the ultimate engagement tool,” says Rob Gorrie, CEO of Adcentricity. Gorrie believes that adding a mobile component to a digital out-of-home plan enables consumers to interact with brand messages in a relevant way and offers an additional means to evaluate ROI.

With the addition of this service, Adcentricity can plan and execute digital out-of-home campaigns among 140,000 screens across North America.

Today’s mobile subscribers send more text messages than they make phone calls, according to Nielsen.

With Impact Mobile as the mobile service provider, Adcentricity’s new offering will provide advertisers with hyper-targeting capabilities to increase interaction with audiences on-the-go through mobile devices and help extend campaigns across even more channels.

Marketers will be able to offer: Call-to-Action (SMS, votes, polls, sweepstakes, contests, promotions, coupons, call-back request, text4info, surveys); Retail & Redemption (mobile coupons, unique PIN numbers, ticketing); Content Deliver (rich content, ringtones, wall papers, games, videos); and Mobile Applications (mobile internet sites and smart phone applications.

Consumers engaging with digital out-of-home media are on-the-go and the interaction with mobile can be used for example, to send pre-programmed, customized messages to specific geographic targets throughout the life of the campaign. A mobile component to any digital out-of-home campaign can also help to drive a call to action, increase brand awareness and point-of-purchase sales.

According to the Mobile Entertainment Forum, the mobile internet will come of age this year and mobile video will take off - but mobile advertising still won’t hit the big times.

Meanwhile, growth of new digital platforms, including out-of-home digital networks, is predicted to jump 12.9% between 2007 and 2012, per PQ Media. The U.S. accounts for nearly 40% of global digital OOH spending, but its share will decline over the next several years.