Interactive Network Enables Advertisers to Engage With On-the Go Consumers at Scale Using Mobile and OOH Media
NEW YORK, NY — A follow up on Clear Channel Outdoor’s Connect platform. Last March, we reported on the launch of Connect, an interactive mobile advertising platform that enables seamless campaign integration between out-of-home (OOH) advertising and mobile devices. According to Clear Channel Outdoor, they have completed the rollout of Connect across 29 markets, including 9 of the top 10 U.S. DMAs. With connect, advertisers will be able to reach mobile consumers via out-of-home media and smartphones in integrated campaigns at national scale.
Clear Channel Outdoor’s announcement follows successes with Connect in pilot U.S. markets and in Europe where the product was deployed earlier this year. More than 60 advertisers in the United Kingdom including McDonalds, Google, Aussie Bum, Levi’s and Paramount (Maleficent ad campaign pictured here) have run over 100 mobile-enabled campaigns using Connect. Clear Channel Outdoor has partnered with Blue Bite, a leading mobile-marketing solutions provider, to provide the back-end technology, operations, and sales support for Connect advertisers in the U.S. and Canada.
“Our North American rollout of Connect is the largest deployment of integrated mobile and out-of-home technology ever,” said Suzanne Grimes, President & Chief Operating Officer, Clear Channel Outdoor – North America. “The intersection of mobile and out-of-home is an enormous opportunity for marketers, and Clear Channel Outdoor is excited to continue to lead the way with Connect. Combining the visual impact of out of home with the interactive and data-rich capabilities of mobile will help our clients create more engaging and measurable campaigns to build their brands and achieve their sales goals.”
Clear Channel Outdoor and Blue Bite are looking to make the development and execution of interactive mobile campaigns easier. Connect tags are attached to digital and static panels on pedestrian level outdoor sites with heavy traffic such as street furniture, bus shelters and other advertising structures, also in airports and at other points-of-sale. With Connect, Advertisers have a turnkey solution for interactive campaigns using existing web-optimized content whether they need NFC tags, QR codes or SMS numbers. Clear Channel Outdoor also plans to deploy beacons and other technologies when client demand and consumer benefit arise.
Blue Bite will facilitate the consumer experience by delivering appropriate mobile content to each smartphone user who engages based on their location. They will ensure access to information, coupons and transactional opportunities, or facilitate interaction with social media or games. Campaigns can be customized by city, neighborhood, or even individual site.
Free Trend Report: Why Location Is the New Currency of Marketing
Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. Consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify. Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
There has never been a better time for marketers to reach on-the-go consumers. This special report provides detailed information on Digital Place Based (DPB) media and Location-based Mobile (LbM) marketing. Digital Place Based media, also known as Digital Out-of-Home (DOOH) advertising utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside their home with highly targeted messages. Digital Place Based networks typically broadcast targeted content along with advertising in venues that have high dwell time. Location-based mobile and digital place-based media are part of a larger multi-screen campaign planning ecosystem that includes desktop and television.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DPb Media
The post Clear Channel Outdoor Integrates Mobile and OOH Advertising Across US and Canadian Markets appeared first on ScreenMedia Daily, the source for Digital Out-of-Home Media and Location-based Mobile Advertising News