These days, your off-line advertising campaign isn’t fully meeting your consumers’ expectations – unless it is both interactive and immediate. In this participation age of the sharing economy, consumers demand a direct voice with the brands they love and this is where traditional media advertising (TV, radio, print, OOH, mass transit) faces a major challenge: : limited engagement and track-ability.
So, we’ve put together a list of the top 8 reasons why you must integrate the mobile device into your off-line static ad campaigns to get the most out of your media dollars.
Top 8 Reasons to Mobilize your off-line static ad campaign.
#1 Blow Up your ROI
With more options to reach your target through other channels, the traditional advertising budget is getting squeezed more and more. By repositioning the budget and allocating a relatively small portion of the media plan to mobile, you will see a positive ROI on those reallocated dollars with a direct impact of creating a stronger overall campaign and improved ROI.
#2 It Capitalizes on the magic moment
Mobile conversion rates can range from 40-60% to the campaigns KPI’s, and that kicks the butt of most other static campaigns. Why? Currently traditional media spots peak the interest of x% their audience, and they want more information at that moment, every time the spot runs. Those people are being left hanging without an immediate way to continue the conversation. Properly executed mobile campaigns extended from the static spot leverages that magic moment into very high conversion rates.
#3 Get answers to all your off-line media plan questions
When you extend your traditional static campaign to the mobile device – effectively connecting the physical advertising asset with digital assets – it makes it possible to aggregate valuable media intelligence. Which channel or placement is more effective than the others? Real time feedback about your biggest budget line item, the media plan.
#4 Know what Works, fast
With that real-time feedback about your media placements, you can also deploy tracking to give you that same feedback by creative. Whether running some creative a/b testing, or deploying multiple version of the creative, you will know which is more likely to get your target to respond and take an action.
#5 Big Data, Baby
Who is seeing your traditional ads? What demographic? Male or female? What geographic area? A properly executed mobile add-on to a traditional media campaign answers these questions and many more, in real time. Now your ‘traditional’ campaign is taking the lead in building a valuable database and identifying a finite group of currently and prospectively brand-loyal consumers.
#6 Cross Device Re-targeting
Consumers are human beings, and do not – nor ever will – get all of their information from one channel. The omni-channel approach assures that you reach your target from different angles, making a bigger impact. By leveraging your new database generated from your traditional efforts, you can retarget advertising across other channels, and devices.
#7 Compound Your Numbers
While your current static campaign may have a phone number, a URL for a landing page, or a micro-site incorporated into the creative, that approach is entirely too passive and limits engagement causing your conversion numbers to suffer. But when you add an Active Engagement layer with an additional mobile CTA, interaction rates and leads will increase because everyone loves their mobile device.
#8 It drastically improves recall
As it stands, traditional media relies on increasing recall at a later purchase time – and if you use your static media placement to get the consumer to interact with their mobile device, they are infinitely more likely to recall your messaging.
Bonus. Because Google says so
Ok, we did say 8 reasons, but this is a bonus reason. Who else better than Google and Adage themselves to provide the bonus reason? Their recent study, showed that most purchase decisions begin with the mobile device, then move across other devices as they get deeper. Does your ad encourage potential customers to whip out their phones? There is no single better opportunity to engage your customers than with a mobile element to your ads.
What’s The Solution? Mobile Technology
Admittedly, the title of this post sounds counter-intuitive; how can mobile technology help off-line traditional advertising? But, think about it. Whenever you see a TV ad, hear a radio ad or experience any other static advertising, your mobile device is within reach. This is a realistic fact that is primed to be leveraged by those that operate in this ecosystem; Agencies, Advertiser and Traditional Publishers.
All too often, however, traditional advertising experts are reluctant to make the mobile technology leap, and an over-arching question is, “Why? Why should we allocate a portion of a shrinking budget to mobilizing?”
If You Aren’t Leveraging Mobile, You’re Missing The Target.
Whether you believe one, a few, or all of the reasons, a simple fact remains; If you are executing an advertising campaign that utilizes traditional media (TV, radio, print, outdoor, in-venue, direct mail), and you are not planning for the fact that every one of your targets has their mobile device on them? You are simply NOT getting the most of your media dollars.
How you fully leverage the mobile device with traditional ads is the focus of a burgeoning new sector of advertising technology, and a good place to get started is with a google search “mobilize traditional ads”.
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