Making Brick and Mobile Get Along
Whether customers are using their phones to price shop, read reviews or look for product information while in a store, it’s not necessarily a competition with the retailer. In fact, with the help of carefully placed out of home media, you can actually take advantage of that consumer’s mobile browsing and drive them even closer to an in-store purchase than they ever were before.
Out of home options like signs, kiosks and other in-store media can actually work alongside mobile efforts to promote sales, coupon codes and all kinds of retail deals, driving the consumer closer to a purchase. And outside the store? Strategically placed media in buses, public transit shelters or on billboards can help drive target audience members toward store locations in the area, too.
Typically, there are three big ways mobile can be used with out of home to drive brick-and-mortar traffic. These include:
- Beacons – Beacons can actually be placed on the out of home structure, be it a billboard, a bus shelter ad or even the bus itself. These then serve mobile ads to people in the vicinity that match the advertiser’s target demographics, showing them a product, a coupon code, a link to a mobile site or app, or even playing a video. Then, using GPS tracking, beacon technology can actually tell whether the users who saw that ad followed up: Did they go to the advertiser’s store location? Did they visit the website? How quickly after seeing the ad did they act?
- Geo-fencing – With geo-fencing, you can set up a “fence” around a brick-and-mortar location – a radius around a store where ads will be served to potential consumers. This can be a zip code, a certain mileage around a store, or any other measure around the location you’d like to use. Then, mobile users who enter that radius are served an ad – maybe one promoting a sale, a grand opening or some sort of coupon code. While geo-fencing is in itself a mobile advertising technology, out of home can be used as an overlay to add strength to these campaigns. Agencies can place out of home billboards, kiosks and other media within the radius to serve as a sort of “reminder” of the ad – to reiterate that sale or promotion a store has going on and further drive that customer toward a purchase.
- Interactive out-of-home ads – This method uses out of home media to get consumers to act – to scan a QR sign or bar code and pull up an interactive website, download a coupon or get some other type of offer. It can be used outside a store to drive traffic to a location or inside a brick-and-mortar building to drive customers toward a specific purchase or product.
One of the most powerful things about using mobile and out of home media hand in hand is the after-the-fact data that can be gleaned from these campaigns. Thanks to GPS technology, users can actually be tracked after they’ve been served a mobile ad, scanned a QR code or entered a geo-fenced area, allowing agencies to see whether the ad was effective. Did they go to a store location, make a purchase or use a coupon code? This can give agencies and advertisers powerful information moving forward.
Use Mobile and Out of Home to Power Your Campaigns
Mobile and out of home media can provide a powerful one-two punch that can help drive serious, qualified traffic to brick-and-mortar locations. If you’re considering using the two on your current campaign, contact an out of home specialist at OOHA Wilkins Media. We can help you evaluate your client’s market and choose the best vendors and placement to drive customers toward a purchase.