Mobile Data Boosts Outdoor Ads

8:51 AM, 11 June 2014

A two-week trial has concluded that out-of-home advertising is 200% more effective when mobile data is used to plan campaigns.

Communications agency Posterscope teamed up with telecoms network EE to track consumers' mobile digital behaviour and measure how responsive they were to out-of-home media sites.

The trial covered online searches across 120,000 usage hotspots and 19,000 poster locations.

"We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time," said James Davies, chief strategy officer at Posterscope 

Read the full article from the warc website here.

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