Out-of-home digital networks are going interactive. A number of advertisers including Carl’s Jr., Redbox (a movie redemption company) and Universal Pictures, are combining digital ads at the gas pump with mobile coupons. Since Outcast launched its mobile platform in March 2008, the fuel pump network in nine markets has delivered more than 25 million SMS coupons.
Viewers at the gas pump participate in the mobile campaigns by responding to test message calls to action or by entering their mobile number online in order to download content, register for sweepstakes or receive customized coupons, even driving directions.
According to Outcast, average redemption rate has exceeded 25 percent.
“Our mobile platform is dramatically extending the impact and reach of our digital out-of-home network delivering exactly the kind of consumer engagement and interaction marketers want,” said Matthew Stoudt, CEO for Outcast.
Outcast currently operates its digital network at gas stations in Chicago, Los Angeles, Miami, Minneapolis, New York, Philadelphia, San Diego, San Francisco and Washington, D.C.
In addition, it operates a network of screens at retailers including Walgreens, Sears, Kmart, Albertsons, Stop N’ Shop and others.