This morning, that old Billy Paul song “Me and Mrs Jones” suggested itself as a useful metaphor to explain something about the polygamous relationship between DOOH, Mobile and Social.
This is a topic I’ll be speaking more about at next week’s (16th Oct) DPAA Digital Media Summit, so I’ve been thinking about simple ways to explain the challenges and opportunities in our space.
So does DOOH (and/or place-based media – to keep the pedants happy) have a thing going on?
Well when it’s with Mrs Jones, yes actually. When connected to social channels (via mobile or desktop computers)DOOH engagement and audiences is amplified by MORE THAN 10X.
Some data here: In the promotion of the Titanic Blu-Ray DVD, the DOOH media portion for the campaign had an available reach of 375,000. But a disconnected DOOH audience/experience is rarely what the client actually wants (even though in too many cases, the media buying politics are deaf to other channels/budgets and the difference they can make to the success of a program). This time though the brand did it right and used our platform to connect a multi-channel program. And when the DOOH campaign was connected to the brand’s online assets (namely but not exclusively) Facebook, the total available reach was over 28 million, of which 5.1 Million actually saw the campaign.
But don’t let me leave you with the impression that DOOH can’t raise to the occasion as well. By connecting the campaign to DOOH screens, the brand generating 282,000 engaged users and 2,700 comments, adding 2,723,544 fans and 688,704 New Likes, 37.67% more than the trailing 12 days prior to the campaign. In other words, the online channels WITH DOOH were also MORE effective.
That’s quite a potent uplift for DOOH.