2. 2
Billboards and mobile phones are complementary:
the two true on-the-go, out of home media
Mobile amplifies your OOH message,
efficiently targeting in and around places of importance
During and after OOH exposure,
extending engagement to personal mobile screens
Continuing the brand conversation
on web sites and in apps people are using
MOBILE ADS: TARGETED EXTENSION TO OOH
3. 3
• Used online search to look up
information about the advertiser
• Accessed a coupon or discount code
• Visited an advertiser’s website
• Downloaded or used an app shown
in the ad
ACTIONS TAKEN ON A SMARTPHONE AFTER SEEING
OUT-OF-HOME AD
Sources: Nielsen Out-of-Home Advertising Study 2016 edition
35%
22%
22%
15%
88%
Have
Mobile
Device
4. 4
ADDING BILLBOARDS TO MOBILE APP/WEB INCREASES
REACH BY UP TO 303%
Sources: 2012 USA Touchpoints Media Exposure Study
5. CCO MOBILE ADVERTISING
• Integrated solution that extends
exposure and encourages consumers
to search, shop and share
• Precise, geo-targeted ad delivery
around OOH displays and other key
market areas
• Ads appear in the sites and apps
consumers use everyday – no special
hardware or software required
• Easy to execute in 3 simple steps
5
Amplify OOH reach and enhance engagement with targeted mobile ads
6. 6
Sample target area: mobile ad zones
around OOH + key store locations
Precise, geo-targeted ad delivery around:
• OOH displays
• Where consumers live, work, commute
• Retail locations
• Competitor locations
• Other points of interest (sports arenas, airports, etc.)
1. DEFINE TARGET AREAS1
7. 7
2. DEFINE MESSAGING + TRIGGERS
Single message to build reach or
multiple messages customized to:
• Location (around OOH vs. near stores)
• Timing (time of day, day of week/month)
• Audience demos or interests
• First vs. repeat exposure (retargeting)
Targeting OOH
displays & stores
Targeting college
campuses and
retargeting after
click through
2
9. MOBILE ADS: WHAT WE DON’T MEAN…
WE’RE NOT REFERRING TO…
• Search advertising
• Facebook advertising
• Push or text messages
• Ads that require beacons
• Ads that disrupt user experience
• Ads that set off your phone while driving
9
10. MOBILE ADS: WHAT IT LOOKS LIKE:
10
OUR MOBILE ADS APPEAR…
• While users are engaged with mobile devices inside
pre-determined geo-fences (or after with retargeting)
• Within any of 150,000+ sites & apps that your audience
is using everyday
• Without disrupting the user experience – nothing that
the user has to X out
• Phone/Tablet Banners dock to the top or bottom of
screen while users scroll
• Phone/Tablet Rectangles appear as part of site or app
11. TARGETED AD DELIVERY (HOW IT WORKS)
11
Location-linked
retargeting
Once device has been detected
in a specific location, ads can
be served at or anytime after
initial exposure
Dynamic creative
tied to location
Serve messages that are
contextually relevant to
location & time
Hyper-local,
hyper-accurate
Based on GPS not IP address,
captured in real time using proprietary
approach to eliminate inaccurate
or manipulated results
12. MOBILE ADS: CREATIVE & MESSAGING EXAMPLES
12
Note: Ads are always created in 3 standard sizes
13. CAMPAIGN GOES LIVE!
13
Ads are delivered:
• In real-time as target consumers are
using sites and apps
• To consumers who are or were in
target areas
• On national and local sites, games
and services across a wide range of
popular content categories
LifestyleEntertainment
and moreMessagingMusic
Games
WeatherSportsNews
14. Weekly reporting with details on
key ad metrics including:
• At-A-Glance Summary View
• Locations: Data for top performing
locations & overall campaign
• Impressions
• Clicks
• Click-Through Rate (CTR)
• Apps & Sites List (final report only)
DETAILED PERFORMANCE REPORTS
14
15. MOBILE CAMPAIGN – BOSTON MARKET
Campaign Objective:
Solution:
Promote Boston Market
as the Thanksgiving
choice for families and
friends looking to enjoy
an affordable, flavorful,
catered meal at home
Used OOH in tandem with
mobile to reach on-the-go
25-54 year olds in
Baltimore/DC. Targeted
consumers within a 5-mile
radius of Boston Market
stores, reinforcing OOH
messaging with mobile ads
Boston Market urges families to ‘STOP COOKING’, Start Celebrating
Results:
• Pairing mobile with OOH drove additional awareness and generated a click-through rate 6X
that of typical mobile campaigns*
• CCO's media plan maximized reach of Boston Market’s target in a one-week time frame,
delivering over 2.5MM OOH + mobile impressions
• With the success of this campaign, Boston Market ran the ‘STOP COOKING’ campaign again
-- the week before Christmas
*Source: Google Display Advertising Benchmarks, November 2015
16. MOBILE CAMPAIGN – UNDER ARMOUR
Campaign Objective:
Solution:
Promote the launch
of Under Armour’s
new athletic shoe --
Curry Two
Used OOH in tandem
with mobile to reach
audience of M18-34;
Targeted areas included
pedestrian and roadside
signage near college,
pro sports stadiums and
big box retailers in the
San Francisco Bay Area
OOH Drives CTR for Complementary Mobile Campaign Promoting Athletic Shoe Launch
Results:
• Delivered 3.3MM OOH impressions (per TAB ratings) and 1MM mobile impressions in
the SF Bay Area for M18-34 during the four-week campaign
• Despite not having a specific call-to-action, overall campaign response (CTR) was
1.8x the mobile average*
• CTR for ads delivered to those in proximity to OOH structures were 2x the mobile
benchmark*
*Source: Google Display Advertising Benchmarks, November 2015
17. Amplify Cape Cod Messages Using Mobile
17
• Amplify your Digital OOH campaign
by delivering mobile ads around
Wareham display.
• Extend your Digital OOH message
by following users as they reach
their vacation destinations on Cape
Cod & The Islands.
18. Amplify Fenway Park Messages Using Mobile
18
• Amplify your OOH campaign by
delivering mobile ads inside and
around the park.
• Extend your OOH message by
retargeting users where they live
and work after each visit.
• Max Impressions (4wk): 1,000,000
• Price: $10,000 per 4-weeks
19. Amplify OOH Campaign around Colleges Using Mobile
19
• Amplify your OOH campaign by
delivering mobile ads around
Boston-area Universities:
• Geo-fences will surround
campuses colleges &
universities
• Retargeting users who live in or
visit these universities - wherever
they go.
20. PRICING: SIMPLE TIERS WITH SCALED BONUS
20
NOTE: All packages are net.
MONTHLY
PACKAGE (net)
<$5,000 $5,000 - $9,999 $10,000-$19,999 $20,000+
Paid Impressions 100,000
per $1,000
100,000
per $1,000
100,000
per $1,000
100,000
per $1,000
Bonus Impressions
0 10% 20% 30%
CPM (w/bonus)
$10.00 $9.09 $8.33 $7.69
21. 21
Amplifies your OOH message
targeting mobile users exposed to your campaign
Extends engagement to personal mobile screens
on websites and in apps people are using
Continues your conversation
encouraging consumers to search, shop and share
CCO MOBILE CONNECT ADVERTISING
A note on retargeting: Consumers identified in the targeting zones are also saved for additional ad exposures later (“retargeting”)
Similar to DOOH, you can…
By geofence
Time of day, week, month
Demos – M18-34 or W25-54
These are the standard sizes for mobile that you’re probably already aware of.
2 ways: predesigned and dynamic assembly – all we need is a logo, some text, call to action and a URL.
While we aren’t any of these features, we don’t want to come off like we’re saying don’t use these other options. FB/Google Ad Words are great.
OOH & Mobile are a great complementary option to amplify/extend those efforts that you’re already doing.
Hyper-Local, Hyper Accurate: Unlike many platforms that offer “location-based” ad targeting, uses GPS not IP address – captured and verified in real time using proprietary automated approaches to eliminate false, inaccurate or manipulated results.
Location Linked Retargeting: High-fidelity location allows advertisers to continue to reach devices anywhere, once they’ve been seen in a specific location (whether or not we served an ad in the original targeting zone).
Dynamic Creative Tied to Location: Real-time location + real-time creative allows advertisers to serve mobile ads with messages that have high contextual relevance.
Opportunities:
Brand/Product Awareness
Tap to Visit Website/Call
Couponing
Sales Promotion
Event Promotion
Directional
Social Amplification
Notes:
Ads may be delivered via app/site the buyer is unfamilar with but it is relevant (potenially more popular than they think) and in use by target consumer
We CANNOT provide a full/exact list of sites but can provide a view into popular apps and sites in a market…
We do not offer direct placement but rather focus on an audience/objective and deliver ads on the sites/apps in categories that meet this. This is an ad exchange/programmatic style buy that focuses on delivering reach of an audience with a mix of national and local sites. If a client has a specific site in mind, they should work directly with that vendor. One benefit to this is that you are not caught up in what client’s perceive their target audience is using (what they think they want to buy) vs. what people are actually using.
If needed and if client has the budget, we could define and target a vertical (this may cost more and be at a more expensive CPM rate)
On FINAL campaign performance report you will get information on the sites/apps ads were shown.
Performance Reports are provided weekly & at conclusion of campaign. Apps & Site list where all ads were displayed only supplied in final completion report.
The metrics listed above our CCO’s standard report format. Additional report metric options (budget breakdown by ad, creative overview, etc.) are available by request only.
