Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » How Mobile Is Reinvigorating Out-Of-Home Advertising

How Mobile Is Reinvigorating Out-Of-Home Advertising

Using mobile, Placed brings "OOH viewability" to billboards and in-cinema advertising.

Greg Sterling on February 3, 2016 at 2:38 pm

times square new york billboard advertising - Shutterstock used under license

In many ways, billboards are in the same boat as other traditional media. They’re “static,” and ROI is challenging to measure. Yet, ironically, mobile is helping give out-of-home (OOH) new life.

For example, location analytics company Placed has introduced what it calls “Out-Of-Home Attribution.” The idea is to connect OOH exposure to store visits. Place does that with a large panel of opt-in smartphone users who agree to share location in exchange for incentives.

The principle is the same as connecting mobile or PC ad exposures to store visits. Mobile marketing platform xAd also works with OOH and provides audience and attribution data.

Rather than showing simple surrounding foot or auto traffic near a billboard or OOH site, Placed is also promoting what might be called “OOH viewability”:

Placed is introducing a patent pending approach to viewability that goes beyond proximity and takes into account angle, distance, and direction. The ability to not only measure proximity, but viewability, combined with the digital standard for ad to in-store, makes OOH on par with digital in terms of measurement and attribution.

Placed OOHSource: Placed

Placed announced launch partners that include Rapport, Horizon, Posterscope, Kinetic, Clear Channel Outdoor and National CineMedia (NCM).

This announcement is part of a larger story: connecting media exposures (PC, traditional, mobile) to real-world consumer actions: store visits and sales. This is a major 2016 trend.

Clicks and impressions will have far less value going forward, and business outcomes and actual consumer behavior will become the new currency to judge and optimize digital (or traditional) media performance.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Marketing operations talent is suffering burnout and turnover

    Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

    Unveiling our first MarTech Intelligence Report on email marketing platforms

    How product analytics can unite marketing and product teams to boost customer lifetime value

    Create a B2B GTM strategy that buyers, execs and revenue teams love

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.