OOH is evolving from a standalone medium into an entryway for brands’ digital and mobile programs. According to the Outdoor Advertising Association of America, consumers are 23% more likely to search for more information on their mobile device after seeing an outdoor advertisement.
At its simplest level integration of OOH and mobile can be done by providing a hashtag or URL at the bottom of a billboard or pole banner. Therefore billboards and pole banners work with brands to create meaningful relationships, build brand loyalty and drive sales with their target audience.
OAI assisted the Adrienne Arsht Center for the Performing Arts of Miami-Dade County in the marketing campaign for their production of H2OMBRE. OAI produced the graphics and supplied the hardware, then quickly installed the 250 street pole banners in order to capitalize on the objectives of the Arsht Center. The H2OMBRE campaign brought awareness to the community from July 11, 2014 to August 11, 2014. The campaign successfully increased ticket sales for H2OMBRE production, as well as increased word-of-mouth advertising and social sharing about the event.
“Street Pole banners in Miami create a grand sense of event for the project being promoted. It implies that it must be a big happening. This is a driving city, making the banners very visible, and their elevated physical location on the poles gives the visual an inherent sense of literal heightened importance. The Arsht Center finds that when we are able to include pole banners in our marketing mix – usually for bigger events with bigger budgets – we tend to attract a larger audience than when we are unable to include pole banners.” – Andrew Goldberg, Vice President of Marketing at the Adrienne Arsht Center for the Performing Arts