Want A Bang For Your OOH Investment Dollars?

Pairing Mobile and OOH for Stronger Results and More Transparent Measurement

For decades now, brand advertisers have leveraged the power of consumers' commutes to place their messages and ads at strategic locations through Out Of Home (OOH) advertising. In Malaysia alone, OOH is set to grow by over 10% by 2019. But one glance at commuters during peak morning traffic on any arterial highway in Asia shows that their attention is now split between their multiple screens and OOH. At the same time, one of the biggest challenges in OOH has been transparent measurement and attribution. How do brands know just how well their OOH is performing?

Enter LifeSight! With our proprietary tool, we combine the power of mobile with OOH to ensure that brand advertisers get a bang for their OOH buck.

The Marriage of Mobile and OOH

To the untrained eye, the marriage of mobile and OOH might seem impossible. OOH is static, mobile is always on-the-go. OOH is a decades old, trusted medium. Mobile on the other hand is newfangled and advertising on it is still in its nascent stages. But look closely and you will see that mobile and OOH is a marriage made in heaven!

Both use the power of location to target the right audience. OOH targets consumers on the basis of where they travel and when. Mobile does the same using footfall and location data. In more ways than one, OOH was the first mile in location-based advertising and mobile is the final one. Combining the two is a win-win scenario for brands.

How LifeSight Pairs Mobile and OOH

We obtain location data from over 200 million devices in SEA. This number is drastically increasing by the day, estimated to reach 1 billion in APAC by year end. We combine this with transactional data to provide brands a better viewability into their marketing effectiveness. We have taken this measurement and viewability one step forward by including OOH into the equation. It sets us apart from most advertising platforms because we believe that comprehensive measurement and attribution needs to take into account the consumers' online and offline journeys.

Technologies at Play

Mobile Geo-Fencing

With mobile geo-fencing, LifeSight helps brands deliver mobile ads corresponding to OOH formats. But the best part? We do it hyperlocally and in real time to enhance the effectiveness of your OOH effort.

When brands target audience throughout the online and offline journey, they increase reach. The consistency in messaging ensures higher retention and resonance. The attribution becomes much more comprehensive because it combines exposure to both OOH and corresponding digital and mobile ad.

Proximity Technologies

By placing proximity technologies like Beacons, in-store WiFi, RFID into your advertising lifecycle, LifeSight ensures that you have better viewability of consumers who are exposed to your OOH. Suddenly, you don't just have a billboard. You have an audience segment that has the highest likelihood of being exposed to your OOH efforts. Using this data for display ads online will help immediate recognition and further reinforce the message you are trying to get across to your consumers.

The Consumer Journey in Action

Consider this scenario: Your consumer Tiffany first saw your well-designed OOH during her evening commute. She then gets an ad on her mobile reinforcing the message – a promotion, an upcoming sale, or a new product. She is interested.

With LifeSight, you will know what action she took next. Did she visit the store? Did she make a purchase?

What You Gain

With all of this information at hand, you know:

• How well your OOH performed – actual exposure and engagement metrics
• Which billboards performed better than the rest – optimize placement decisions
• What platforms are required as a follow up to OOH – channel mix optimization
• Whether your OOH Ad was a shot in the dark or really as effective as your agency said it would be – true ROI measurement

What you have at hand eventually is the power to invest in locations and platforms that work, reduce wastage, and ensure optimal use of your marketing investments. What's not to love?

The Future of OOH Measurement

The days of relying solely on traffic counts and estimated impressions for OOH are ending. Mobile integration brings:

• Precision: Know exactly who was exposed to your OOH
• Attribution: Connect exposure to action
• Optimization: Real-time insights for real-time decisions
• Accountability: Finally prove OOH ROI with data, not estimation

Get the biggest bang for your OOH investment dollars. Combine the visual impact of outdoor advertising with the precision and measurability of mobile. That's the power of pairing mobile and OOH with LifeSight.