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Why Mobile Marketing Solutions Won't Trump Digital Signage
Connectedsign, LLC

There has been a lot of noise in the marketing space regarding the reach that advertisers can enjoy by pushing their content out to mobile devices. Some say the technology will soon replace digital signage as the platform of choice among brand advertisers. In reality, that's unlikely. Besides instant win games and sweepstakes offers, there's very little chance that mobile marketing will even come close to matching the reach of DOOH media within the next decade.

In this article, we'll explore why the idea of pushing content to iPhones and other mobile devices seems more promising than it really is when compared to a signage network. I'll also explain how the two technologies can work together to trigger a better response from your audience.

Mobile Technology Is Not Pervasive

The main argument I've heard regarding why mobile marketing will soon trump digital media is that everyone owns a cell phone. However, there are a few problems with this argument. First, while cell phones are practically ubiquitous, signage content cannot be pushed to all of them. Millions of people (including myself) own cell phones that are unable to receive anything more complex than an SMS text. iPhones can receive most of the segments that you see on digital signage networks, but they represent a small percentage of the market.

Second, in order for advertisers to push content to a mobile device, the device's owner will need to provide the means to do so. A lot of people are happy to exchange their personal information (i.e. cell phone number) for a chance to win NBA tickets, a year of free gas, or a $1 million sweepstakes. But, most are not.

DOOH Has A Seamless Relationship With Retail Venues

Imagine walking into a Best Buy, Walmart, or any other retail venue. You're there to shop; otherwise, there's no reason to visit. That being the case, you expect to see some type of marketing collateral promoting specials, products, and brands throughout the store. When you see digital signage within a retail environment, there is a contextual connection. Even if you're uninterested in the content, you're not put off by its presence.

On the other hand, suppose you receive a brand's advertisement on your iPhone (or a similarly capable mobile device). Maybe you're at a restaurant with friends, at the movies, or enjoying the day with your family. The advertisement does not enjoy the same contextual connection. At best, you'll simply ignore it. At worst, you'll perceive the advertiser in a poor light.

Mobile Devices Are Controlled By The Owner

You own your mobile device. That means you control the type of content you view on it. If you receive content that you don't want, it's easy to ignore or delete it. For brands that want to push their message to your mobile phone, that poses a problem. Advertisers do not enjoy putting control in the hands of their audience.

Within a retail venue, digital signage advertisers can display their content without giving too much control to their viewers. Shoppers can walk away from the screens, but they're not going to turn them off or change channels. After all, they don't own the hardware as they do their mobiles.

Blending The Two Technologies

As much as mobile marketing and digital signage seem to be struggling to trump each other as the marketing platform of choice, they're ideally suited to work together. For example, suppose you operate a clothing store and have a DOOH solution installed within your venue. You can offer a 30% coupon to shoppers who text "coupon" to a given number. Not only is this a good strategy for triggering a response, but you'll also be able to track participation levels among shoppers.

Will mobile marketing overtake digital signage technology as the first choice among brand advertisers? Not likely over the next ten years. However, you can integrate the two platforms to engage your audience on a more personal, participatory level.

By Loren Bucklin
President

Connectedsign, LLC
lbucklin@connectedsign.com
www.connectedsign.com
866-833-2723

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