Mobile Moves Forward with Digital Out-of-Home

During a Wednesday morning ADWKDC session, The Cold Hard Facts of Mobile, we will examine the world of mobile and instant consumer access that the PDA and internet ready mobile devices have enabled.

In a recent article, Ad Week columnist Katy Bachman reports on mobile teaming up with out-of-home digital video networks.

Through this teaming, advertisers are working to catch the consumer when they are most receptive to messaging, i.e. all the time. Think about it-—are you ever caught en route to a store without your cell?

With mobile and out-of-home working together, marketers can make the impression, engage the consumer and establish a relationship by gathering their contact information on the spot. Mining that data later, the advertiser can communicate with this consumer over and over again and essentially create loyalty marketing at the time of the initial impression and sometimes very close to the point of purchase.

On the corporate side of things, the mobile campaigns are reassuring as they are inherently measurable—isn’t everyone looking for killer ROI? Bachman notes that the mobile campaigns tend to produce the highest rates of return—because we’re constantly connected to our mobile devices, redemption of offers is easier.

Still, what challenges hold us back using this method? What types of content do consumers care about receiving 24-7 or find necessary to receive consistent updates on through their mobile devices?

Mark your calendar to join us on Wednesday for our mobile session, where we will uncover examples of where and when mobile marketing delivered the most ‘bang for the buck,’ and how to effectively integrate mobile into existing campaigns.