Mobile marketing tied to outdoor advertising is not new, but CBS Outdoor has a piece of technology that has made it easier for marketers to see their results mobile/outdoor results.
Called txt2go, advertisers put a unique keyword on each board they post in a market. Via SMS, consumers text in this keyword, to get special offers or information, which allows clients to see what boards are generating the highest level of success.
Some types of messages include:
1) Special discounts
2) Enter to win sweepstakes
3) Requests for more information
Another plus is that advertisers then receive a database of respondents, allowing them to follow up with them at a later date.
This gives outdoor a advantage similar to online advertising- it allows it to be highly trackable. Campaigns that generate results will likely lead to bigger and more complex outdoor campaigns, helping the medium grow with emerging technologies.
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