For the First Time, Industry Representatives Compile Recommendations for Action, Case Studies, and Data on the Effectiveness of Advertising and the Use of the Two Channels.
How do you combine the two fastest-growing media channels of the year*, Out of Home (OOH) and Mobile? Outdoor advertising marketer WallDecaux, the German subsidiary of JCDecaux, and the Mobile Marketing Association (MMA Germany) answer this question in the first comprehensive white paper to explore the subject. Out of Home and Mobile addresses the many possible uses and combinations of the two media. It offers practical knowledge and answers the most pressing questions of marketing managers:
- How can advertisers and agencies be more efficient across the entire value chain?
- How must marketing strategies be planned, constructed and implemented to optimally exploit the potential of Out of Home and Mobile?
- How can you address consumers across channels and at various levels?
“We give companies a tool that opens up new opportunities for branding and sales,” says Andreas Knorr, Marketing Director at WallDecaux. “With the compendium, we show how diverse the combination of Out of Home and Mobile is, how the two media complement each other and what added value this offers customers.”
The combination of OOH and Mobile bridges the gap between the offline and the online world and perfectly combines the advantages of both. OOH delivers continuous and consistent reach and raises brand awareness. Mobile is the most personal of all the digital channels. When combined, the two platforms complement each other in the sales funnel and, as studies have shown, are especially effective in combination with each other.
WallDecaux and MMA Germany present case studies from a wide variety of industries — such as retail, tourism, entertainment and FMCG — as well as recommendations for action, and analysis. From creation and media planning to the use of mobile as a data supplier, companies and agencies will gain insight into the potential of the media mix. Innovative technologies such as augmented reality and beacons, as well as the integration of social media, are discussed.
Daniel Rieber, Country Director MMA Germany: “Mobile and Out of Home offer solutions for almost all communication and marketing tasks. Our white paper is a resource for anyone dealing with modern marketing strategies.”
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, spanning nearly fifty countries around the world. Our members represent the entire mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators, and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
The MMA’s global headquarters are located in New York with regional operations in Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM).