Technologies such as mobile have the ability to connect consumers to brand messages, but are only really effective as part of an integrated marketing strategy. The user is just as likely to be watching TV with a phone, iPad or laptop on their laps and similarly, people in venues are just as likely to see brand messages on posters as they are to see them on TVs or via applications on phones.
London, UK and Cambridge, MA (Vocus) October 19, 2010
Out-of-home communications agency, Posterscope, and place based social media company, LocaModa have co-authored a white paper titled:
‘Sociable Media: Seven ways to connect online and offline social experiences to deliver engagement, advocacy and brand affinity.'
The white paper is designed to help brands launch simple but effective strategies that reach and engage the connected consumer across multiple channels.
The white paper was co-authored by James Davies, Chief Strategy Officer, Posterscope USA / Hyperspace Director, Posterscope UK and Stephen Randall, CEO LocaModa.
James Davies commented “There is much talk about the convergence of out-of-home media, mobile, real world social networks and online social media, but very limited appreciation of how communications plans could be improved as a result. The opportunity for OOH media to drive so called earned media is huge as is the engagement potential arising from the combination of digital OOH and social media."
In the white paper, the authors emphasize that brands need to be where the customer is and foster connectivity and participation across online and out of home channels.
Stephen Randall added “Technologies such as mobile have the ability to connect consumers to brand messages, but are only really effective as part of an integrated marketing strategy. The user is just as likely to be watching TV with a phone, iPad or laptop on their laps and similarly, people in venues are just as likely to see brand messages on posters as they are to see them on TVs or via applications on phones.”
Posterscope is the market leading worldwide Out-Of-Home communications agency with 48 offices around the globe.
Through it’s Hyperspace division, Posterscope was the first out-of-home agency in the world to establish dedicated units to exploit the growing opportunities enabled by technology, specialist production and the creative placement of media. Hyperspace has pioneered numerous possibilities, including live video streaming, visual search/ image recognition, 3D screens and many others. Publisher CMD Global recently placed Hyperspace in their list of top 100 innovators alongside the likes of Google, Intel, Amazon and Nike.
Consumer insight also lies at the heart of Posterscope’s planning and it’s OCS tool is the most in-depth study of OOH consumer behavior in the media market.
Posterscope’s international division, PSI, is the market leader in executing campaigns on a truly global basis in airports, roadside and transport environments.
LocaModa is a place-based social media company, dedicated to helping locations engage customers and brands engage audiences.
The company was founded on the vision that place-based networks, advertisers and venues will need to leverage the web for frictionless media, connectivity to customers, cross channel audiences and measurability. LocaModa enables networks and venues reaching over 100,000,000 people every month in cafes, bars, restaurants, colleges, high-traffic public spaces and at major events. LocaModa is a privately held company headquartered in Cambridge, MA