Even products that exist exclusively in the digital world must overcome issues of consumer digital fatigue caused by oversaturation of online advertising.
But by advertising in physical spaces, mobile apps including retail, social, and e-commerce can more effectively remind ad viewers that their digital platforms have real life implications.
Shopify promotes its ecommerce platform near Downtown Chicago’s retail and business hubs (Digital CIP)
High impact OOH attracts new customers
What mobile advertising lacks in potency, outdoor has in spades. It delivers eye level messaging that cannot be closed, skipped, or tuned out and outperforms other media like ads when it comes to driving critical brand activations.
Gopuff appeals to on-the-move consumers in Boston with their efficient food delivery service (Static Bus Shelter)
Last year, OAAA and Comscore examined advertising impact in relation to each format’s respective spend- and OOH proved unmatched ROI; OOH advertising indexes for download app activity at 4.8 times the expected rate given its relative ad spend.
Amplify brand updates and values
Even household names like Instagram still look to outdoor advertising to showcase product evolution and corporate values among a broad audience of current users, potential users, and in the case of Instagram, their parents.
Instagram announces its support for legislation regarding parental approval in NYC (Digital Bus Shelter)
Marketers contextualize mobile apps with OOH
It can be difficult to clearly explain through advertising the who, what, where, when, and why of an app, especially within a particularly short viewing window.
DoorDash calls out Downtown Boston restaurants now available on their app (Digital CIP)
Context, however, can connect the dots either explicitly through localized, timely messaging and programmatic activations or implicitly by pushing key branding near relevant locations.
Illinois Lottery activates programmatic messaging in response to upcoming jackpots (Digital CIP)
Just as DoorDash clarifies its purpose with the inclusion of local restaurant names, the Illinois Lottery leverages programmatic flexibility to amplify current gaming jackpots.