Digital out-of-home media aggregator Adcentricity announced an agreement with mobile marketing solutions provider Impact Mobile to launch a full-service, cross-carrier mobile effort promising advertisers integration between digital signage and interactive mobile services. Adcentricity, which says it provides 200 million monthly impressions across 140,000 digital screens in universities, transit platforms, sports arenas, convenience stores, restaurants, bars and gas stations, and Impact Mobile will offer advertisers new tools to plan buys that target mobile consumers, combining OOH digital campaigns with SMS votes, polls, sweepstakes and promotions, mobile coupons, entertainment content and mobile web applications. Advertisers can send pre-programmed, customized mobile messages to specific geographic targets throughout the life of the campaign to increase brand awareness and drive POP sales.
The alliance between Impact Mobile and Adcentricity enables the consumer to activate digital OOH media and allows brands to leverage this one-to-one channel to deliver alerts, coupons and other special offers directly to the consumers’ phone number
Rob Gorrie, Adcentricity’s CEO, said, “The convergence between digital OOH media and mobile is happening now, and smart marketers are figuring out how to use these forms of media together to create the ultimate engagement tool. Adding a mobile component to a digital OOH plan is a great way to enable consumers to interact with your brand messages with relevance and introduces additional means to evaluate ROI.”
Adcentricity says it can plan and execute digital OOH campaigns among 140,000 screens across North America and is the only digital OOH provider that can bring scale and mobile applications to life at this level.
Adcentricity will add mobile applications, plug-ins and enhancements to place-based media buys.