NEW YORK, April 13, 2016 /PRNewswire/ -- OUTFRONT Media Inc. (NYSE: OUT), one of the largest out-of-home media companies in the U.S., today announced that over 200 local businesses across the country are utilizing the OUTFRONT Mobile Network. This innovative Network is part of the company's strategic solution for location-based mobile marketing capabilities through a custom geo-fencing solution powered by xAd, a leader in location-based mobile marketing. The technology has the ability to empower businesses of all industries, sizes, and digital sophistication with cutting-edge mobile advertising capabilities primed with out-of-home advertising — a combination that studies show is 48% more likely to engage consumers than stand-alone mobile ads1.
"Our commitment to helping local businesses drive meaningful engagement with consumers has never been stronger," said Jodi Senese, Executive Vice President, Chief Marketing Officer, OUTFRONT Media. "We believe, and research confirms, that mobile and out-of-home advertising have incredible synergy, and we are only at the tipping point of its potential."
Utilizing geo-fencing technology, the OUTFRONT Mobile Network creates a virtual radius around a business's out-of-home assets and other secondary locations to deliver a mobile banner ad that takes their target consumer to a dynamic landing page. The landing page is an important conduit in the mobile interaction, as it communicates the top actions the business wants a consumer to take, including calling the business, visiting their website, purchasing a ticket, or getting directions. OUTFRONT Media has seen significant usage growth in the entertainment, retail, and professional services categories, with businesses reporting notable lifts in consumer engagement. Hollywood Casino, Zelda: Symphony of the Goddesses, and Baxter Avenue Haunted House are among the hundreds of businesses reporting unprecedented consumer engagement with the OUTFRONT Mobile Network.
Hollywood Casino in Aurora, IL geo-fenced a 10-mile-radius around their billboard locations and other key secondary locations, triggering a mobile ad, which advertised a promotion to win $2,000,000. Upon receiving the ad on their phone and clicking the banner ad, potential customers were taken to the promo page of Hollywood Casino's website. Following the four-week campaign on the OUTFRONT Mobile Network, the casino reported 2,121 clicks to the website, which is 123% above the mobile industry average2.
"Zelda: Symphony of the Goddesses"
The event, "Zelda: Symphony of the Goddesses," leveraged the OUTFRONT Mobile Network for the premiere of their show in New Orleans, LA. In order to reach their target audience, they geo-fenced their billboards, the theater, and nearby universities. The banner ads directed consumers to a landing page that enabled them to purchase tickets, visit the website, and get live directions from their phone's native mapping app. The mobile ad campaign achieved an 82% lift in consumers taking a secondary action.
Baxter Avenue Haunted House
To increase and drive awareness of a local haunted house in Louisville, KY, Baxter Avenue Morgue deployed a month-long campaign with the OUTFRONT Mobile Network, advertising on posters and bus shelters and setting up a one-mile radius around the out-of-home assets. Baxter Avenue Morgue also geo-fenced a local high school during football games to target families in the area. The campaign reported a 47% lift in secondary action rates above the industry average3.
About OUTFRONT Media Inc.
OUTFRONT Media is one of the largest out-of-home media companies in North America and has a leading presence in top markets throughout the United States and Canada. OUTFRONT has a diverse portfolio of billboard, transit and digital displays reaching mass audiences, as well as a distinct offering of prime assets impacting select markets. Our recently launched ON Smart Media platform is redefining the out-of-home space with hardware and software solutions for precise demographic and location targeting, and engaging ways to connect with increasingly mobile consumers.
1 SOURCE: Ocean, Neuro Insight, April 2015
2 SOURCE: xAd Inc., 2016
3 SOURCE: xAd Inc., 2016
SOURCE OUTFRONT Media Inc.