Out of Home (OOH) Advertising has long been a powerful tool for reaching a mass audience through a single signage. However, it has traditionally been challenging to measure the effectiveness of this advertising medium, as it is difficult to track the direct link between OOH exposure and subsequent purchases. Additionally, the proliferation of mobile devices has shifted consumer attention away from traditional OOH advertising, leading to lower engagement rates and wasted advertising spending.
Brands and agencies that have invested heavily in traditional OOH advertising campaigns in the past, will know the struggles to see the desired results. It can be hard to make informed decisions when there isn’t an effective way to quantify the impact of a campaign, especially considering the substantial costs often involved with OOH advertising buys. When investments in OOH fall short of delivering measurable results, it can be hard to quantity another OOH spend.
Moving Walls’ Omnichannel solution solves the problem of ineffective OOH advertising by tightly integrating it with mobile and digital channels. This extends the overall reach and enables improved contextual targeting. By seamlessly connecting mobile devices with OOH advertising touchpoints, Omnichannel provides a unified view of the entire customer journey. This allows advertisers to accurately track user engagement rates and effectively measure return on investment.
One of the standout features of Moving Walls’ Omnichannel solutions is the powerful Sequenced OOH and Mobile Targeting capability. This enables advertisers to reinforce initial OOH messaging with follow-up engagement across multiple complementary channels, dramatically increasing overall engagement rates with the target audience.
As an example, imagine a restaurant chain aiming to drive more foot traffic to their various locations. They could leverage Moving Walls’ platform to target customers within a tight radius of 200 meters from each restaurant through OOH displays. This OOH exposure could then be seamlessly coupled with mobile ads or push notifications highlighting current menu discounts and promotions. This sequential multi-channel messaging strategy helps cement the initial OOH impression, significantly increasing the likelihood that the customer will then visit and make a purchase.
The Omnichannel solution also provides extended frequency capabilities, allowing brands to re-target and re-engage audiences that showed interest in previous OOH campaigns. This allows advertisers to maintain consistent connections with prospects over time and build long-lasting customer relationships. When combined with the sequenced multi-channel approach, these strategies lead to dramatically higher engagement rates and ultimately drive more conversions and sales.
In addition to the powerful audience targeting and messaging sequencing, Moving Walls provides robust analytics that deliver invaluable insights to guide optimization and strategy. Advertisers gain a granular multi-channel view into impressions, engagement, and response metrics. This allows data-driven decision-making to continually refine campaigns towards maximum impact.
Out-of-home advertising can be an incredibly effective channel when executed with a strategic omnichannel approach. Thanks to Moving Walls’ integrated Omnichannel solutions, advertisers can significantly improve the efficiency and measurable effectiveness of their OOH campaigns. By leveraging these tools, brands can reach a wider audience, increase engagement rates across channels, drive more conversions, and accurately quantify results – all seamlessly managed through a single platform.
If you’ve been frustrated by OOH spending that cannot be justified or the inability to track returns, it’s time to move your advertising in the right direction with Moving Walls‘ Omnichannel solutions. Gain a truly unified view of your customer’s journey, deploy sequential targeted messaging across OOH and mobile touchpoints, and make data-driven optimizations based on comprehensive analytics. Unlock the power of OOH and elevate your overall marketing performance.
Scale up your OOH Ads with better ROAS today.