Outdoor advertising combined with mobile advertising boosts sales
ADVERTISING IMPACT Of all media combinations, outdoor advertising and mobile marketing offer the best combination of reach and consumer engagement. This is confirmed by a new study on the impact on sales.
A study tested the sales impact of a yogurt drink campaign by Hirz.The poster enables a rapid build-up of reach and awareness, as it guarantees high accessibility to the target groups and is present around the clock. Among the classic media, it demonstrably has the greatest leverage effect in increasing sales success and therefore achieves the highest ROI as a basic medium. As now the only mass medium, out-of-home advertising also plays a door-opening role for online campaigns and mobile advertising, whose strength lies in interaction. The POS poster campaign comprised 365 poster sites in 176 selected Coop stores and was displayed for two weeks. The campaign was further strengthened by the coordinated use of location-based mobile marketing, whereby the geo-location data of the poster sites was linked with mobile advertising and targeting options from Adello.Oliver Schönfeld, Marketing Director Clear Channel: "For a few months now, we have been offering our customers exclusive cross-media products with which outdoor advertising campaigns can be strengthened, deepened and extended using mobile marketing. As an ideal partner for mobile marketing, outdoor advertising acts as a strong driver for immediate response and interaction. It is very pleasing that we can prove the significant effect of this offer with this study - Hirz was able to increase sales of the yoghurt drink by 36% compared to the same period in the previous year during the campaign period. Household penetration also increased considerably, by 78% compared to before the campaign."
Etienne Schumpf, Brand Manager HIRZ at Lactalis Nestlé, adds: "We are extremely satisfied with the increased sales figures; the cross-media campaign at the POS had a very positive impact on our results. In addition to the increase in sales and household penetration, we were able to boost our market share by 2.45 percentage points. Based on these great results, we can only recommend an outdoor advertising campaign in combination with mobile marketing."
