Making Mobile Pay Through Digital Signage - “Engagement” At Its Best

Filed Under Advertising, Digital Signage, Mobile

I’ve written a few times about mobile marketing and how it can use the Digital Signage “Medium” as a distribution channel.

See:

As I’ve said before, trying to sell Digital Signage on the back of another medium (Paired together and inseparable - e.g. as a trailer buy to television or as a medium for engagement on mobile alone) is bad for Digital Signage as the mediums all have their strengths and weaknesses. You limit your abilities when you pair them and expect 100% success - 1 + 1 does not equal 4 in this case it might equal 1.5.

Mobile is just a “tool” in many cases. What needs to happen, just like any other form of campaign, is to buy the media first (e.g. TV) and then utilize the medium (TV) effectively through engaging creative to incent the consumer to perform an action (e.g. Drive them to a web site or text a short code via their mobile)

I read an article this morning on a company called CellFire

That just released a pseudo-study about areas of utilization for mobile couponing in the 18-34 set.

In their press release here, they announced that Florida, Northern California and Texas are the most apt to use their mobiles for couponing and redemption. A few other details:

68% are 18-34
18% are 34-44
Top “Redemption day” is Saturday…
…followed by Tuesday (a historically slow shopping day) and then Sunday

The Press release gives little to no data about what the VOLUME of redemptions are but, as my little diatribe goes on to say here about the level of recall, etc that can be derived from Digital Signage versus other media, we likely are a deeper and more effective/efficient medium than most others for Mobile Couponing.

This can be further evidenced by one of my current potential customers from Europe who, being used to getting fantastic response rates from TV and Radio all over Europe, is a little flummoxed that they get nothing close to that in North America. We’re hoping to run a number of National Camapaigns to support them and I’ll update you as to their success once they’ve run.

If anyone’s got Networks in Florida, Northern Cali or Texas, let me know Using Mobile Programs as CONTENT after buying your Digital Signage MEDIA can be tied directly to redemptions and therefore prove purchase or at least intent to purchase through programs like CellFire’s