Amplifying OOH with Location-Based Targeting
Advertising today is racing towards finding the most personal and targeted ways of serving content. In the cluttered world of online and offline advertising, advertisers find that the best way to stand out is to seem as if their ads are speaking specifically to each person. OOH advertising is known as a great medium for reaching mass audiences, but in this day of tailored advertisements, how can OOH keep up and evolve into a more targeted platform?
This is where location-based targeting comes into play. Injecting location-based targeting into your OOH executions can amplify their efficiency and make them work harder. It has become even more powerful since everyone basically carries a beacon that can be tracked: a mobile phone. Here are a few ways that location-based insights can give your OOH placements more mileage:
Imagine sending an SMS to a consumer right when they come across your ad at the mall or right when they drive by your billboard. This is exactly what Location-Based SMS can achieve. Just designate a geo-fenced location around your OOH placements and all consumers who will walk into this area will receive an SMS. Unlike mobile ads which can only be served when consumers are already browsing on their mobile phone, an SMS can reach them even if their phones are in their bags or pockets. This also works great for measuring traffic around your ad placements and relevance of the communication, especially if you can tailor a discount or promo offer specific to the Location-Based SMS that you can track whenever someone avails of it in-store.
Waze In-App Ads
With the Anti-Distracted Driving Act in effect, motorists have become wary of surfing while behind the wheel. While this decreases the opportunity for mobile ads to reach consumers while they’re on the road, navigational apps are still allowed and this means Waze is now a powerful tool to use for advertisers. For Filipinos, who spend an average of 66 minutes in traffic each day, Waze has become indispensable as it can be our savior from getting stuck in a gridlocked route. OOH placements can be amplified with the help of Waze’s Zero-Speed Takeover (an ad that is served when a motorist comes to a complete stop) or a Branded Pin (location tags that inform motorists that your business is located nearby). Just serve these ad executions within a certain radius of your OOH placement and you can enhance the connection consumers have with your brand as they see your communication on the road and on their phones at the same time.
Targeting Competitor OOH Locations
Although this isn’t about extending mileage for your own OOH ads, this still takes advantage of OOH as a static placement and location-based targeting. What better way to send relevant communication to consumers than targeting them when they are within the vicinity of a competitor’s OOH placement? It’s a clever execution that hinges off of your competitor’s ad locations, and you can even develop tongue-in-cheek communication that will definitely get your audience to pay attention. You can serve ads within the area of a competitor’s sale event billboard that show better offers at your store, or you can send your company website’s URL through Location-Based SMS around building wraps for a brand within your industry. A little healthy competition is refreshing, and relevance of your communication is still a guarantee.