Mobile Integration With DOOH Benefits The Brands

With brands using various strategies to reach customers in this lockdown situation, now mobile integration with Digital Out-Of-Home (DOOH) will be hugely benefitting the brands.

The benefits include the power to use geo-technology to reach customers in the food delivery business and it can be done through scanning the QR codes and coupons to avail discounts. Data-led solutions will be the most important area of focus as the brands are in need of ROI based campaigns in this lockdown.

“OOH has proven to be an effective medium, particularly due to the capabilities of digital innovation and the ability of OOH to easily integrate into other mediums. By far, the combination of mobile retargeting has proven to be an extremely effective medium in reaching audiences. The priming ability of OOH followed by the extended reach to audiences makes OOH plus mobile a success formula,” says Puneet Giri, COO, Mobile Solutions, Moving walls.

“Brands can also keep the campaigns contextually relevant and timely. When we think about digital out-of-home and mobile together, we think about it as being an amazing activation vehicle. Now brands are looking to expand on their relationships with consumers and see location-based mobile marketing as a channel that can create deeper engagement. It’s one of the most targeted and personal mediums around,” Upinder Singh, Project Director, Edge1 Outdoor Media Management Software.

Through this brand, reach is extended and ads can be made to appear repetitively in the selective locality using geofencing technology. Coca-Cola did a DOOH campaign to make their promo content reach the customers using Snapchat last year.

Using this the brands can cater to the needs of their users and also amplify and enhance messaging rather than mismatching frequencies.