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June 15, 2016

The concept of “Second Screening” - using a second screen while watching television - gained traction a few years ago. It affected the way advertisers distribute their branding budgets, and we are seeing an increasing shift from TV budgets to digital video.

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.

At Waze, we refer to our ads as "OOH with a digital backbone" - we see ourselves positioned at that very intersection (pardon my pun) where mobile meets OOH. We ask our advertisers to keep this OOH-Mobile crossroad in mind when discussing the creative strategy to apply on Waze: we should no longer think of Mobile and OOH as two separate channels, but rather complements in a broader location-based marketing strategy.

We know that 22 percent of American consumers will engage with a brand within 30 minutes of exposure to OOH advertising. And with mobile as our main source of browsing—consumers are increasingly turning to mobile to take action after being exposed to OOH. This gateway into interaction with brands is truly the brightest prospect of all traditional media, especially due to the projected growth of digital OOH.

As the synergies between mobile and OOH continue to develop and become more and more sophisticated, I definitely don't see this growth in share of wallet halting any time soon. What started as "Second Screening inside the home", is expanding beyond those four walls into the realm of “Second Screening out-of-home”.

3 Things to keep in mind:

  • 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.
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