When it comes to outdoor advertising, brands often overlook the potential it offers, like wider reach, more visibility, and cost-effectiveness. Yet, outdoor advertising is still one of the most strategic advertising methods to have ever existed. From ancient times to post-Covid era, the evolution of outdoor advertising has been remarkable. In fact, the market projection for outdoor advertising worldwide is almost $44 billion. Thanks to technology, outdoor advertising offers a unique way to help brands stand out from their competitors through mobile integration. In this blog, let us discuss how mobile integration is helping outdoor advertising evolve in this digital-first world.
Understanding Mobile Integration in OOH
When outdoor ads are designed in such a way that the target audience can experience the advertisement on their mobile devices is called mobile integration in OOH. This powerful combination of outdoor and digital advertising creates an interactive user experience in a seamless way. Bluetooth, NFCs, AR, etc., are some of the mobile integration technologies used in outdoor advertising to make the ads more engaging.
With more than 7 billion smartphone users worldwide, mobile integration in outdoor advertising offers more reach, visibility, and engagement for brands than other types of advertising. Not only do people notice the ads, but they also share and interact with them in real-time, making it one of the highest ROI outdoor advertising methods.
How Outdoor Advertising Has Changed
| Difference | Traditional Outdoor Advertising | Digital/Mobile Outdoor Advertising |
|---|---|---|
| Target Reach | Less precise targeting and broader reach | Location-specific and time-specific |
| Content Flexibility | Can be more costly and fixed advertisement design | Real-time content changes as per location, etc. |
| Advertisement Engagement | Limited engagement | Active engagement due to NFC (Near Field Communication), AR, QR codes, and other interactions |
| Measurable Results | Can be difficult to track | Easy tracking based on digital scans, visits to websites, installations, etc. |
| Interaction | Mostly one-way communication | Two-way communication with polls, mobile campaigns, gamification, etc. |
| Cost Efficiency | Lower cost for setup | Higher initial setup cost, but higher ROI |
| Mobile Advertising Integration | Not possible | Easy mobile device integration for outdoor ads or campaigns. |
The Benefits of Mobile Integration in Outdoor Advertising
Real-Time Interaction with Consumers
Unlike traditional outdoor ads, where consumers may just see them and not interact, mobile ad engagement is higher in outdoor ads that have mobile integration. This is because consumers can easily interact with these ads in real time whenever they see the ad.
Enhanced Targeting and Personalization
Outdoor advertisements with digital or mobile integration can display targeted promotions, offers, discounts, happening for a limited time, and increase the sense of urgency for buyers. This way, the ads can also be personalized for each location without spending too much.
Improved Measurement and Analytics Capabilities
Since the mobile integration allows for data capturing of how users interact with your outdoor ads, it provides better analytics and measurement of campaign performance. This data allows brands to understand how their ads performed and refine them for better results.
Challenges of Mobile Integration for Outdoor Advertising
Privacy Concerns and Data Security
While outdoor advertising does not include personalized targeting, mobile integration can feel like personalized targeting for the users. For example, when a user scans a QR code on an outdoor advertisement, they might be prompted to install the app or sign up for newsletters, which raises security and data concerns.
Technical Limitations and Infrastructure Needs
Implementing mobile-enabled billboards needs a proper digital infrastructure. Especially in regions that don’t have reliable networks, etc., it can be difficult to run outdoor advertising campaigns. Software updates, maintenance costs, or connectivity also become crucial for mobile integration in OOH.
Balancing Digital and Traditional Approaches
While mobile integration offers interactivity, traditional outdoor advertising is still effective for mass visibility. Brands face the challenge of balancing digital outdoor advertising with static or traditional formats. Relying too much on digital OOH may not help brands reach their less tech-savvy audiences.
Real-World Mobile Integration in Outdoor Advertising
1. Get It Uncensored - Calvin Klein Jeans
This brand displayed billboards with just a QR code on them and words that read “Get It Uncensored”. People were immediately curious about it and scanned the QR code, which led them to an exclusive digital advertisement, which could also be shared on their social media profiles.
2. Coca-Cola in Times Square
When this brand launch an outdoor advertising campaign, they used geolocation technology, digital billboards, and mobile integration, which pulled up the name of the passersby and displayed them on the billboard with prompts like, “Thirsty Sarah?” or “Share a Coke with Jake”, making it a perfect blend of real time and location based outdoor advertising.
3. “ARMYPEDIA IT” - BTS
This boy band from South Korea used a mobile-integrated outdoor advertising strategy to enable their fans to access all videos of the group on a website called “Armypedia” by scaling a QR code.
Conclusion
In conclusion, outdoor advertising has evolved over the past few years, thanks to new technologies. One of these technologies include mobile-integrated outdoor advertising campaigns, which uses NFC, QR codes, AR, etc., to engage passersby. This type mobile technology in advertising (OOH) immediately grabs the attention of the audience of the brand in a specific location and helps them increase their visibility, engagement, and target reach. While there are some challenges in implementing mobile integration in outdoor advertising, brands must make sure to comply with local regulations and other policies, like GDPR, to not only protect themselves from legal actions but also protect their customers’ data.
At 5 Star Advertising, we specialize in designing creative outdoor advertising with mobile integration features and help brands achieve their campaign goals through unique technologies. Our professional team handles everything from advertisement design to display, maintenance, and legal permits for your outdoor ads. Reach out to us today for our expertise in outdoor advertising.