But the continuous rise of mobile hasn’t just impacted television; it also had an impact on other traditional media, like out of home (OOH). Smart billboards are being combined with mobile data to allow car brands to make their ads more relevant, and OOH companies are creating new roles that further demonstrate the importance of an aligned OOH-Mobile strategy.
- Creative rule of thumb: use similar creative on Mobile as you do for OOH. People are on the move, if your ad takes time to digest, chances are your audience will skip it. Leverage mobile as a digital extension of your OOH efforts.
- Consider context: your location based marketing strategy should be geared towards delivering a seamless experience for your audience. Where are they? Who are they? What are they doing?
- Complementary rather than exclusive: don’t think of Mobile and OOH as two separate channels, but rather complements in a broader location-based marketing strategy.