PITCH HITS THE BACK TO SCHOOL MARKET

Out-of-home is what we traditionally think of as "advertising." It's the billboard on the highway, the sign on the bus stand. The average person might believe that this kind of traditional marketing is going the way of the dinosaur. But that's far from the truth. OOH is growing even today. In fact, in a year of highly disruptive global events that will reshape the media world for years to come, OOH remained the only traditional advertising medium to grow in 2016 - by almost 4%.

Pitch is a vanguard in the OOH space. Businesses still need OOH advertising to survive - it remains highly effective across all audience segments, and can now, with the advent of Digital OOH opportunities, integrate with digital marketing tactics like mobile advertising.

The growth of mobile, in its own right, is leading the digital marketing space. In 2017, spending on mobile advertising is predicted to make up almost half of the entire digital marketing space. The possibilities for these two mediums - OOH and mobile - are huge, given the nearly infinite options for integration between the two, especially when linked with geolocation and the expanding availability of consumer behavioral and location data - often originating from mobile devices.To that end, Pitch recently completed a wildly successful campaign integrating OOH applications with mobile advertising and geofencing. See how we did it below:

OBJECTIVE

A Pitch client with retail locations nationwide wanted to increase foot traffic to their stores in order to increase sales. As for targeting? They sought to reach college students interested in a new phone service during the key back-to-school timeframe - a rich moment for new phone purchasing.

WHAT WE DID

Geofencing near college campuses.

Every fall, college students all over the country end up near the clients' retail locations in the midst of their back-to-school shopping. What better time to draw them into a great deal on a new phone? So we partnered with the client to launch a digital geotargeted “Back to School” campaign that was contextually relevant to cost-conscious college students searching for a new phone service. Using the latest in mobile geolocation technology would make for the most innovative mobile & OOH integration for the client yet.

HOW WE DID IT

Geo-fenced advertisements targeted towards college students on campuses near retail locations

We built a a list of 117 colleges nationwide with high smartphone usage and a client retail location within reasonable distance from the campus. We then used the list to build a virtual "polygon" perimeter around campuses so students and parents who entered the area around the target campuses were targeted and re-messaged throughout the duration of the campaign.

The consumers within these perimeters received ads served to them in a variety of apps and websites when activated during the campaign. As users 18-49+ in age were shopping on their phone or went about their back-to-school activities within the time frame on campus, they were specifically targeted with back-to-school offers at the client's retail locations that they did not receive elsewhere.

DID IT WORK?

Yes. The campaign hit every benchmark we set, and significantly boosted both traffic and sales in the locations surrounding target campuses, as well as made a whole lot of college students ecstatic about the deals they got on their new smartphones. Which, we're sure, will be put to good use calling home and studying, not posting endless selfies (not that there's anything wrong with that)!

The future of OOH remains bright, especially as we continue to explore futuristic integrations of OOH with other media for our clients, as we've done with the above tech retailer. Want to learn more? Check out what we've done for other clients on our website, and get in touch:

OOH PITCH

375 Hudson Street, 7th floor

New York, NY 10014

0: 212.356.0160

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