Broadcast, Pinpoint, Demonstrate: How Mobile Can Enhance OOH Advertising

[fa icon="calendar'] 9/19/16 12:04 PM / by Sarah Din

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If placed side by side, America’s 368,000 billboards, posters and other outdoor signs would stretch more than 1,900 miles—the distance from Santa Fe to NYC.  

According to research firm Borrell Associates, Out of Home (OOH) advertising has grown by a steep 77 percent since 2009 and gives no signs of slowing down anytime soon. It is the only category of traditional advertising that has grown steadily over the past five years, despite the disruption of the Internet. Mobile advertising is also experiencing steep and sustained growth; eMarketer predicts that mobile advertising will continue to drive the majority of growth in digital ad spending.

One of OOH advertising’s biggest challenges is how difficult it is to obtain data on ROI, which is where mobile has an advantage. This begs the question—how can advertisers take advantage of both OOH and mobile advertising to maximize the effectiveness of their ad campaigns? The answer is by integrating the two strategies. Marketers must integrate both offline and online marketing to capture the growing value of both OOH and digital advertising. It's a strategy Placecast are having increased success with having tested it first in the UK with our partner Mobsta.

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How Marketers Can Use Location Data to Connect Online and Offline Experiences

[fa icon="calendar'] 9/6/16 1:44 PM / by Sarah Din

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Commerce today happens on a spectrum. Online retail spending is exploding, and this is blurring the lines between online and offline transactions. The web will account for 7.4% of total retail spending in 2016 (about $1.67 trillion), and mobile commerce represents one of the fastest areas of growth. According to a BI Intelligence report, mobile commerce will make up 45% of total e-commerce ($284 billion) by 2020.

Mobile devices are transforming the way people shop. We use our phones to decide what store to visit, make spur-of-the-moment purchases, and compare prices. In fact, 71% of shoppers believe that they will get a better deal online than in stores. Mobile devices bring online commerce into the physical world, which means most transactions cannot be lumped definitively into one category.  

As online and mobile commerce continue to rise, and as the barriers between “online” and “offline” continue to fade, it is more important than ever to understand customer behaviors across the two channels and connect them. The most efficient way for marketers and advertisers to connect the two is using mobile location data, and through understanding consumer behavior in the real world.

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Using Location Data for Mobile Advertising

[fa icon="calendar'] 6/7/16 3:23 PM / by Sarah Din

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Most of us today can’t imagine leaving the house without our smartphone. It’s how we communicate, make plans, look up directions, conduct research, and generally make decisions on-the-go.  

This reliance on mobile devices represents a goldmine for advertisers who can use location data to reach customers at just the right moment -- when they are near a store, and thus most likely to act on an ad or offer. According to a survey conducted by Harris and Placecast, over 50% of smartphone users said they have taken some kind of action on a coupon or offer that they received on their phone.

Moreover, consumers actively want to receive these communications. This is a big deal, considering that consumers find most digital advertising to be intrusive and annoying. Location data enables advertisers to impart information in their messages that is actually useful, which endears them to the recipients. In fact, 9 out of 10 smartphone owners in the Harris Placecast study said it was important for them to be able to search for a retailer nearby, and 80% and more of the U.S. Shoppers want the ability to check for nearby product availability, according to eMarketer.

Location data not only helps in finding customers in the right place and time, but also enables advertisers to create a clearer picture of who their customers are, and this enables them to segment and target their users with highly personalized and customized mobile ads. 

Let’s take a deeper look at the many different ways location data can help advertisers unleash the full potential of mobile advertising.

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Video: Leveraging & Measuring Location Based Marketing

[fa icon="calendar'] 5/24/16 4:08 PM / by Sarah Din

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Placecast was honored to present at the I-COM Global Summit in Seville, Spain, where the theme of the event was “Making Data Human”.

Alistair Goodman, CEO of Placecast, presented with Maria Domoslawska, VP of Global Strategy and Research at Research Now (the largest single source Global Panel). Placecast recently partnered with Research Now to study the impact of digital and mobile marketing on real-world behaviors. The study is based on combining passively collected location data, and survey answers from panel participants, with the aim of building best practices for location-based marketing in the new mobile ecosystem.

For this presentation, Alistair and Maria presented a combination of research data, an actual case study, and some key best practices around “Leveraging and Measuring Location-based Marketing”. These sessions were recorded, and here are the videos of the presentation, and the Q&A session after!

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Video: Measuring Location-Based Mobile Ad Effectiveness

[fa icon="calendar'] 5/9/16 1:21 PM / by Sarah Din posted in Mobile Advertising, measurement, attribution

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Earlier in March this year, Placecast's National Sales Director, Lee Karchawer, spoke at a panel at RetailLoco, SXSW. The topic of the panel was "Measuring Location-Based Ad Effectiveness" and panelists discussed some of the best practices around how to leverage mobile and location data to measure attribution, and the actual impact and engagement of a mobile ad campaign. 

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