Looking to transform outdoor media as we presently know it, Amobee Media Systems has announced a new proximity marketing model for advertisers to launch 100% measurable, performance-based campaigns by combining traditional outdoor media with modern mobile technology.
What does that mean exactly? Amobee will use mobile technology to make outdoor media advertising interactive. In doing so, Amobee offers its customers the ability to leverage users in “high footfall and high dwell time locations” for mobile enabled media campaigns. With the technology to locate a user and identify what mobile device they are using, Amobee can personalize a campaign experience for each user to enable them to interact with outdoor media via SMS, Bluetooth or Wi-Fi capabilities.
“Outdoor media offers huge potential, encompassing everything from street furniture to digital screens, even surfaces not yet considered by the media. Working with Amobee has given us the flexibility to explore multiple combinations of these various platforms with mobile to create an even bigger impact. For example, we can leverage a display board at an airport to which potential customers can SMS bon voyage messages to friends, enabling the brand to be a part of an emotional moment in a user’s life,” said Craig Hepburn, Global Director, Digital for Nokia.
Under Amobee’s new approach, advertisers only pay on a performance basis each time a mobile user interacts with the outdoor media. A mobile user, depending on mobile device, could text a special keyword to receive information or download videos and applications instantly in response to the billboards, posters, or illuminated screens that catch their attention.
“Fusing mobile media with traditional outdoor has proven to be a formidable combination for Amobee and its advertisers. Amobee is the driving force behind a new performance-based model that is opening doors to advertisers who haven’t previously considered mobile,” states Harry Dewhirst, Vice President of Amobee. “With campaign measurement increasingly important, and with mobile offering more relevant and engaging experiences, Amobee’s approach to proximity marketing offers an ideal blend of old and new media.”