Sensible . Affordable . Targeted
As these examples suggest, leading national brands – many of whom have their own mobile apps and are advertising OOH – are uniquely positioned to integrate and reap the benefits of beacons. Customers value the enhanced functionality beacons bring; are more likely to have or download the brand’s or a partner’s app; and they have locations, content or some other asset that reveal whether consumers visited or took some action. In sum, for these brands the cost and complexity to “test and learn” with MOHBE are relatively low while the payoff is likely to be quite high.
Mobile Apps – Partner with Brands and OOH Media on MOHBE As explained in the Primer, when a mobile app comes within range of a beacon that it recognizes, the app can engage its owner with messages, offers and ads tailored to the location and individual. Of course, few brands have persuaded more than 10-15% of their customers to download their apps. As a result, brands and retailers are relying on third-party apps – many of them shopping related – to serve as “partner apps” and complete the platform, e.g., brand + beacons + mobile app. For instance, Lord & Taylor has worked with SnipSnap; Levi’s has worked with RetailMeNot; in Norway Coca-Cola has partnered with VG, a leading Norwegian newspaper with a popular mobile app.
Gimbal is facilitating the development of the ecosystem by partnering with mobile apps such as Shazam, Tillster and others. The playing field is wide open, however, for other mobile apps to forge partnerships with OOH media and brands. Since many apps are aimed at consumers within a vertical – for example, health and fitness, travel, entertainment, home and garden, etc. – there are many natural pairings of third-party apps and OOH media for brands and locations. For example, healthcare apps such as WebMD could be paired to work with beacons in physicians’ offices served by Health Media Network, AccentHealth and other DOOH networks. These networks reach large audiences (150 – 200 million individuals) with an average dwell time of nearly half an hour.
For mobile apps, MOHBE offers a number of significant benefits, including more personalized user experiences, offers and content from brand partners tailored to the user’s precise location, history, and interests. It also offers additional revenue from in-app ads, push notifications, app downloads and other sources. Although the campaign did not employ beacons, the BENADRYL® case below illustrates the largely untapped synergies between OOH and mobile apps – with beacons integrated in OOH and participating pharmacies, the synergies are likely to be even greater, allowing the advertiser to verify, for instance, how much traffic the campaign produced.
People spend hours every day watching video. TV is the number one source, but its numbers—broadcast ratings, cable subscribers, households with TV—are in free fall. The fastest-growing segment by far is online video, with year-over-year growth rates north of 50 percent.
The potential impact of this growth can’t be ignored. By 2017, researchers expect global consumer video activity to represent nearly 70 percent of all consumer Internet traffic, up from 57 percent in 2012. Online video services will double in usage during the same time frame, reaching more than 80 percent of all Internet users worldwide. The appeal of video is easy to understand. It lends itself to storytelling in a more engaging and entertaining way than print and radio. Consumers pressed for time and conditioned for instant gratification—meaning almost everyone—naturally gravitate to video. The whole concept of Internet virality is tied to video.
Video holds special appeal for publishers for all of these reasons. It aligns well with organizations that already excel in multimedia storytelling, creating opportunities to blend video with text, images and interactivity to create a more meaningful, memorable experience for the audience. Although digital video is increasing in popularity globally, advertising inventory is still scarce. That means CPMs for video advertisements are typically much higher than display ad CPMs. And with video, user engagement is easier to track, fine-tune and sustain. In other words, the money is out there.
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