by TRC_Admin | Apr 26, 2019 | Advertising Industry, Billboards, Interactive Advertising, Technology
Photo: Waze on Mobile Marketer
“McDonald’s earned 6.4 million mobile impressions by tying together out-of-home (OOH) billboards and in-app advertising on Waze, according to case study details shared with Mobile Marketer. The fast-food chain is the world’s largest spender on OOH media and worked with its outdoor agency Outdoor Media Group on the push.
The campaign [Pilot in Southern CA] leveraged more than 300 billboards equipped with geofencing technology in the Southern California market to serve Waze users in close radius an in-app ad format called Zero Speed Takeover. The full-screen ads were served anytime a user’s car came to a full stop for several seconds.
Messages shown in the ads reflected those on the billboards, touting McDonald’s menu promotions, like the limited return of the McRib, and carrying a call-to-action to ‘Drive There,’ wherein Waze navigation guided consumers to nearby restaurants. The campaign resulted in more than 8,400 navigations — meaning a user decided to activate the call-to-action — and reached 1.9 million unique consumers across an eight-week run in October and November last year…
McDonald’s will continue to work with Waze in Southern California through 2019 following the fall pilot and is expanding the partnership to five additional markets: Las Vegas, Arizona, Tampa, Orlando and Houston. ”
— Peter Adams, Mobile Marketer
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by TRC_Admin | Nov 30, 2018 | Advertising Industry
Photo: Economist/Getty
“..Most forms of conventional advertising—print, radio and broadcast television—have been losing ground to online ads for years; only billboards, dating back to the 1800s, and tv ads are holding their own (see chart).
Such out-of-home (ooh) advertising, as it is known, is expected to grow by 3.4% in 2018, and digital out-of-home (dooh) advertising, which includes the lcd screens found in airports and shopping malls, by 16%. Such ads draw viewers’ attention from phones and cannot be skipped or blocked, unlike ads online.
Billboard owners are also making hay from the location data that are pouring off people’s smartphones. Information about their owners’ whereabouts and online browsing gets aggregated and anonymised by carriers and data vendors and sold to media owners. They then use these data to work out when different demographic groups—’business travellers’, say—walk by their ads. That knowledge is added to insights into traffic, weather and other external data to produce highly relevant ads. dooh providers can deliver ads for coffee when it is cold and fizzy drinks when it is warm. Billboards can be programmed to show ads for allergy medication when the air is full of pollen.
Such targeting works particularly well when it is accompanied by ‘programmatic’ advertising methods, a term that describes the use of data to automate and improve ads. In the past year billboard owners such as Clear Channel and jcDecaux have launched programmatic platforms which allow brands and media buyers to select, purchase and place ads in minutes, rather than days or weeks.
Industry boosters say outdoor ads will increasingly be bought like online ones, based on audience and views as well as location. That is possible because billboard owners claim to be able to measure how well their ads are working, even though no ‘click-through’ rates are involved. Data firms can tell advertisers how many people walk past individual advertisements at particular times of the day.
Advertisers can estimate how many individuals exposed to an ad for a Louis Vuitton handbag then go on to visit a nearby shop (or website) and buy the product. Such metrics make outdoor ads more data-driven, automated and measurable, argues Michael Provenzano, co-founder of Vistar Media, an ad-tech firm in New York…
The outdoor-ad revolution is not problem-free. The collection of mobile-phone data raises privacy concerns. And criticisms of the online-ad business for being opaque, and occasionally fraudulent, may also be lobbed at the ooh business as it becomes bigger and more complex…”
— The Economist
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by TRC_Admin | Sep 1, 2018 | Advertising Industry, Technology
Photo: Bloomberg Opinion
“Google may be about to pair all that data it has on users’ web browsing with the ads displayed on public billboards. Creepy? Maybe. Inevitable? Almost certainly.
The Alphabet Inc. unit is in talks in Germany about pushing into out-of-home advertising – billboards in stations, shopping centers and shop windows – according to WirtschaftsWoche. The move would be a precursor to similar expansion in the U.S. and the U.K., the magazine said.
That’s unlikely to mean that a Google search for underwear as a gift for your partner will pop Calvin Klein ads on the digital billboard when you sit down at a bus stop. You can leave your copy of 1984 on the bookshelf for now.
But it could mean that, when a train full of Borussia Dortmund fans arrives at Munich’s main station ahead of the Bayern Munich fixture, the advertising hoarding changes to show soccer cleats or beer, while on a Monday morning at rush hour it displays BMW ads for well-to-do commuters.
Google has been testing programmatic ad technology (in which trading algorithms bid against each other to secure digital space based on the target audience) for billboards since at least 2015. The technology is currently restricted mainly to web ads: Because Google, Facebook Inc. and others are able to track users’ browsing behavior, they are better able to target publicity at them.
Because of Google’s dominant position in mobile operating systems – Android runs on three-quarters of all the phones in Europe – it is also able to track users’ locations. Privacy concerns mean it’s unlikely to be able to target out-of-home ads at individuals, but it can pull demographic data on what kinds of people are in a given place at a given time…”
— Alex Webb, Bloomberg Opinion
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