Category: Digital Out-of-Home Advertising

The Importance of Place-Based Advertising in Your Customer Engagement Pipeline

Posted on by AllOver Media
50% OFF Sale. Girl holding a smartphone with a 50% discount advertising on the screen. Marketing, ecommerce, cell phone publicity.

There’s an old adage: quality over quantity. Every business certainly wants more customers, an increase in sales, and more products or services shipped. But there is, more than ever, something to be said for driving a more certain outcome with your marketing efforts. As many marketers know, the more qualified a customer, the more likely a sale will occur.

One of the more surefire ways of ensuring better marketing outcomes is by employing location-based advertising. This concept is interchangeably called “place-based advertising” or “geo location based advertising.” And it should be a cornerstone in your marketing stack.

As a strategy, marketers have noted, thanks to place-based advertising strategies:

  • 86% increase in client base
  • 84% increase in consumer engagement

But what is location based advertising? And how does location based advertising work? In this article, we’ll explore the ins and outs of location based marketing. We’ll also share some place based advertising examples for inspiration in your next marketing campaign.

How Does Location-Based Advertising Work?

One of the great benefits of our modern age is the abundance of data that we have at our fingertips. Even just a single generation ago, marketers were largely reliant on insights from focus groups, from prior results, and from their own gut when devising a marketing strategy.

But today, marketers can access everything from common customer persona information to demographic data collected and offered by social media platforms. The amount of data can be staggering. But if you know where to focus your efforts, you can unlock the power of place-based advertising with relative ease.

The easiest way to think of location-based advertising is through the lens of geographic specificity.

The Illustration of geofencing technology that used to monitor nearby customers and push them a 50% off promotion notification.

Location-Based Advertising Examples

For example, imagine a company wants to sell flood insurance coverage in the United States. It might be simplest for them to simply advertise to everyone in the United States. But there are many people in that category for whom flood insurance is wholly irrelevant. If the ad were served to the entire country, it would be irrelevant to the vast majority of prospective customers who see it.

Instead, the company might use location-based insights to their advantage. Their ad campaign might only display on social media or website banners to adults who live near a body of water. Or they could specify that the ad only runs to customers who live within a few miles of an ocean.

The company has used location-based advertising to ensure they are marketed only to relevant parties. By prioritizing quality over quantity in their campaign’s breadth, sales are prioritized over general awareness.

Foot Traffic Considerations

Another way to consider location-based advertising strategies is to consider customer foot traffic. Our above example uses a fairly broad level of geographic specificity (a zip code, town, or portion of an entire state). But digital platforms offer enormously specific data about where potential customers are and where they move during their day.

Consider GPS data, which nearly every mobile device user offers up as they browse the web, use apps, and more. These insights are commonly captured by advertising platforms to get a sense of foot traffic density, population shifts, commuting patterns, and more. And all of that data is worth its weight in gold to a marketer like you.

More Location-Based Advertising Examples

As an example for the above, imagine you run a network of pet grooming franchises around a major metro. Again, it would be simplest to activate your digital advertising pipeline to target everyone within a certain radius of your city. This would be location-based advertising in its most basic form.

But, with a little tweaking to the place-based advertising strategy, you can get really specific in who sees your ad. With GPS data, you can serve your ad to customers when they enter your store’s radius. This is commonly referred to as geofencing or proximity marketing.

By targeting your recipient, tailoring the message to make assumptions both about who and where they are, and serving it to them at strategically convenient times, you can grow the likelihood of a potential sale.

Part of a rock-solid location based advertising strategy is also to have a mechanism to turn it off. With a place-based advertising plan, customers no longer see an ad once they move outside of a set radius. This helps stymie budget waste and focus your marketing dollars on more likely conversions.

Partner With a Geo Location-Based Advertising Leader

Now is the best time to roll out a place-based marketing strategy. AllOver Media has helped customers devise and perfect robust and results-oriented geo location based advertising strategies. Looking for some help with Geo-Fencing? See how AllOver Media can help!

Geotargeting vs Geofencing: What’s The Difference?

Posted on by AllOver Media
internet of things marketing concept, the store use geofencing to text the message to customer for special price in the retail

In marketing, as in much of language, synonyms can be overused to the point of words losing all meaning. And in a buzzword-heavy industry like marketing, this risks confusing two similar, but inherently unique strategies.

A solid example of this effect is how our industry has come to use “geotargeting” and “geofencing” interchangeably. But the two concepts, while conceptually similar, do feature a number of nuances that separate them.

In this article, we’ll help you understand the similarities and differences between geofencing and geotargeting. This will include pros and cons for geo fencing vs geo targeting. In the end, you should be able to determine which marketing strategy is most aligned with your business goals.

The Core Concept: Location-Based Advertising

Whether discussing geo fencing vs geo targeting, both concepts have to do with leveraging audience location insights. The goal here is to drive better marketing and sales results. A “see what sticks” approach might work for some businesses. But geotargeted media tends to see higher engagement with audiences than non-targeted media.

All of this piggybacks on the plentiful data that is gleaned by social media companies, search companies, and more. Each stores reams of data about individual user location patterns. Much of that data can be used to help drive a more focused and directed marketing push toward your prospective customers.

The one key differentiator, however, is specifically what effect geo targeting vs geofencing has on your audience base. As Indeed puts it, “geofencing results in a larger target audience, while geotargeting results in a smaller target audience.” Essentially, it is the difference between customizing your marketing content per a user’s habits versus their persona.

But what does that mean for your business? Essentially, it means tying your customers’ experience with your brand to dedicated, specific locations in our world. Many customers do their brand engagement online as they conduct their day-to-day activities and errands. By tying your marketing promotions to frequented locations, you can potentially increase the likelihood of a sale for your audience.

Geotargeting, Map GPS Localization. Pin Navigation Icons on the City Map. 3D Illustration.

Geotargeting Pros and Cons

At its core, geotargeting is all about brand awareness. The more times your brand is presented to your target audience, the more likely they are to engage with it.

As such, persona insights are a heavy factor in this strategy, when you compare geotargeting vs geofencing. The more detail you can gather from tech companies about a user’s interests, home and work locations, behaviors, and more, the more personalized your ads to them can be. And the more personalized, the better for your potential ROI.

As an example, imagine a network of franchised consumer goods stores that operate in just a collection of U.S. states. While the company could turn on a general advertising campaign that targets audiences nationwide, this wouldn’t yield strong results. A geotargeted campaign would focus on serving content just to the states in which the business operates. With this level of focus, the business can be confident that their ads are being served to relevant audiences.

However, it’s not all plusses in geotargeting’s column. As a rule, user data isn’t stored in geotargeting campaigns, so your audience insights will be flash in a pan. It’s also entirely reliant on user data like IP addresses. This means audiences who have enabled privacy or anti tracking features in their mobile devices are unlikely to see your content.

Geofencing Pros and Cons

As an inverse, geofencing (vs geo targeting) is all about building an inclusive marketing strategy. A geofencing campaign is built on the notion that conceivably anyone could be a potential customer. With strict geographic radius settings, any user who crosses that threshold is worthy of your digital marketing content.

One of the best reasons why this methodology works is entirely reliant on the content that is served. Sure, if you serve a general awareness campaign, it will be seen. But imagine an example of a local restaurant running a location-based campaign.

Consider a geofencing campaign that serves a 5% off coupon between the hours of 10am and 2pm. By targeting anyone within a 10-minute walk of the restaurant, the location based marketing content is not only audience-centric. It also allows for immediate action on the audience’s part. They can’t simply opt to come back because they are signaled that the offer is fleeting.

In the downside column for geofencing, there are numerous considerations:

  • They require more manual effort to set up, as geographic location details aren’t as broad as city or state.
  • They are not only served to qualified leads, meaning your ad spend might be higher than expected.
  • More marketing content is needed for these campaigns, since they tend to be time-and-place specific.
  • They collect and store user location data. This could potentially put some businesses at legal risk in case of a data breach.

The good news is lots of businesses and agencies use geofencing tactics. All in all, it is by no means a fringe concept.

Find a Geofencing and Geotargeting Partner

Regardless of whether geofencing vs geotargeting is the right strategy for you, your marketing campaign rollout is key. It’s imperative to find a partner who can deliver your geofencing and geo targeting content effectively. AllOver Media has partnered with countless clients to drive location-based OOH results.
Looking for some help with geofence advertising? See how AllOver Media can help!

Youth Sports Advertising: Concepts and Strategies to Consider

Posted on by AllOver Media
Young Basketball Player on Practice Session. Youth Basketball Team Bouncing Balls on Sports Court. Group of Kids Training Basketball Together

Imagine a little league baseball game. Or a peewee football team’s last game of the season. It can be any youth sports league’s event, for that matter.

Now imagine the countless people who attend these events. Sure, there are lots of young athletes and sports team coaches who are focused on the game. But for every participant, consider the adults on the sidelines.

Youth sports events are a fantastic opportunity for advertisers. From captive audiences to recurring event schedules, consider the possibilities. There are countless reasons why advertising at a youth sporting event is worth its weight in gold. But simply slapping advertisements near a sports field doesn’t equate to effective youth sport advertising strategies.

So what can you do to activate your youth sports marketing campaign? Read below for considerations on how to advertise at youth sports events.

The 5 P’s of Marketing (and Their Relation to Youth Sports Marketing)

The 5 P’s of marketing are a cornerstone concept for all marketers and advertisers. But while the 5 P’s often get associated with tech or consumer goods, there’s good news. They can be just as effective (and are essentially the same) when promoting services too.

So what are the 5 P’s of a marketing plan? And how should you think about them for your youth sports advertising strategy? Read on to find out.

1. Product

This is the most basic marketing question your campaign is trying to answer. In the case of youth sports advertising, keep it relevant. You should offer something that is conceivably relevant to the people who would find themselves at a youth sporting event.

2. People

Did you notice our sly mention of the audience above? That is the second P: the people who see your ad. Rather than marketing to a general audience, consider the kinds of people who attend youth sports. It’s usually children and their families.

First, identify the broadest segment of your target audience. Adjust for pipeline considerations. Then, finally, tailor your targeted message specifically to them.

3. Price

You can have the most compelling product or service, feature a great ad design, and be audience targeted. But the inevitable question your audience will wonder is: “How much is this going to cost?” Instead of burying the lead, feature pricing (or even estimated pricing) in your ad to keep questions to a minimum.

4. Place

If you only serve a specific geographic region, mention that in your ad. Or if you understand something specific about local culture, reference it! These strategies will help personalize the ad for your audience.

It will also show you understand the region and the people who call it home. This helps differentiate you from big conglomerates. They are more likely to slap a city name into their ad and call it “localized.” And everyone knows that doesn’t pass the localization smell test.

5. Promotion

Nothing is likelier to move the needle than a promotion intended to spark customer FOMO. Feature a percentage off of the total cost of your product or service. Reference a time-sensitive promo. Whatever method you choose, feature it to help your ad go from “awareness” to push marketing.

group of young people's hands

Effective Advertising Strategies

With that in mind, you’re likely wondering how to advertise youth sports effectively. This campaign can be like any other (with a few tweaks). Consider these strategies regarding advertising ideas for youth sports events.

Season-long Campaigning

A sports season is long, often covering months. Don’t just design one billboard and call it a day. Change up your creativity.

New designs, messaging, or promotions are more likely to be noticed than a stale design. So delight your audience and they are sure to respond accordingly.

Easy-to-Read Content

Unlike some other OOH marketing efforts, youth sporting events typically feature a large distance between the audience ad placement. Think of the ads along any given outfield baseball wall and how far they are from the bleachers.

So consider your audience when laying out your design. Tiny social media icons, scannable QR codes, and more should be left at the door. Your audience shouldn’t have to squint to read your tagline or make out your URL.

Connect it Home

If you can tug at your audience’s heartstrings, consider that a win for potential sales.

Call out the home team. Show your support for their season. Or even reference past victories within the context of your campaign. With this, you’ll create a connection between your brand and the event that’s unfolding in real time.

Partner With a Trusted OOH Marketing Resource

Your next youth sports advertising strategies need a strategic partner. At AllOver Media, our expertise in bringing successful out-of-home advertising strategies to market simply can’t be matched. And this includes youth sports advertising ideas.
Looking for some help with Youth Sports Advertising? See how AllOver Media can help!

The Best Events to Use a Digital Mobile Billboard

Posted on by AllOver Media
Blank billboard on car trailer

There are thousands of reasons why billboard advertising hasn’t faded over the years. While digital advertising rakes in large sums for the likes of Google and Facebook, engagement results are mixed.

Outdoor advertising, on the other hand, is as strong as it ever was. This is thanks to numerous pros that only it can claim:

  • “Captive” audiences
  • Long campaign runs with little competition
  • Fewer distractions from your content
  • No ability to “ad block”
  • Modern digital solutions for content rotation

Gone are the days of a fraying canvas billboard beside the American highways. Here to stay are digital billboards capable of showcasing your company’s latest content. Digital billboards are often the most effective advertising strategy to get your content in front of your target audience.

But it’s not just about large jumbotrons these days. Modern digital mobile billboard solutions are typically affixed to the tops, sides, or behinds of cars, trucks, and buses. With them, you can update your content with ease and move your content to where it will be most effective.

In this article, we will explore some of the places to consider when rolling out an effective digital truck advertising campaign. These are the high volume, high engagement spaces your brand will surely see a return on investment from.

Commercial truck with empty mockup banner on a van

Concert Advertising

Think about a typical concert venue. There is likely plenty of advertising happening inside the stadium, concert hall, or arena. But what about outside?

For concerts happening in suburban areas, there are countless opportunities. Park a small truck affixed with a digital mobile billboard across the street from the stadium’s ticketing gate. This is a surefire way to get lots of eyes on your product or service. Or place a tow-hitched billboard onto the sidewalk near the gate.

For both of these examples, two design elements can help boost engagement:

  1. An active call-to-action (CTA) and
  2. A scannable QR code

As a bonus, your audience is likely to create a positive association between your brand and the event’s happy emotions!

For concerts happening in urban areas, consider a digital mobile billboard strategy that partners with the local taxi fleet. If strategically deployed, your campaign can be seen by concertgoers as they come to and from the performance. It can also be noticed by random pedestrians who just happen to be in the area, too!

Sporting Event Advertising

Sporting events are another great opportunity when legions of like-minded fans congregate for a dedicated time. This could include:

  • Regular season games
  • Finals
  • Playoffs
  • Exhibition matches
  • And more

These events have the benefit of running much more frequently than large-scale concert events and audiences tend to frequently return. As such, advertisers can get a solid sense of the audience persona near a sports stadium.

For these events, consider parking a mobile digital billboard trailer at strategic spots nearby. The most highly trafficked spaces would be around the sporting event’s parking lot or near ticketing gates. The key here is to have numerous brand engagement opportunities placed at various points of engagement.

State Fair Advertising

Who’s hungry for some funnel cake? State fairs offer fantastic opportunities for brand engagement (if you plan your digital signage well).

Thanks to their typically massive parking lots, a state fair is a great place to park your digital mobile billboard truck. While not consistently active, they tend to be perfect for passive brand awareness.

A bonus here is that, unlike concerts and sporting events, people tend to come and go from fairs all day long. So there’s not any one large bottleneck point for engagement. You are as likely to get customers at 11:00 AM as you are at 5:00 PM.

Another consideration is placing your advertising inside the state fair. Most fairs already have many exhibitors trucking in their booths, food trucks, and more. If you work with the fair planners accordingly, an exhibitor or advertiser license will likely be easily obtained. You then get all of the benefits of our earlier strategy with a higher level of event advertising foot traffic.

Consider Digital Mobile Billboard Advertising with AllOver Media

The above list is just a smattering of ideas to get your mind rolling. There are countless other spots where digital mobile billboard advertising is going to provide a great ROI.

That’s why you need a marketing partner who knows emergent spaces like digital billboard trucks. Partnering with AllOver Media means your marketing goals are likely to be met.

We can help you identify the best spots to place your advertising campaign that will minimize funnel dropoff and maximize engagement.
Are you ready to take your OOH marketing strategy into the digital space? Learn how AllOver Media can help.

What is Out of Home Advertising? Everything You Need to Know About Digital OOH

Posted on by AllOver Media
Digital OOH advertising example

We live in a world that highly relies on technology, and this trend is only expected to continue. As a business, this opens up a breadth of marketing opportunities – you can use digital tools to bring attention to your brand name, captivate your target audience and get them to learn more about what you have to offer, ultimately encouraging them to make a purchase. 

Digital Out of Home (OOH) Advertising, for example, is a simple way to take the foundation of traditional signage and billboard marketing and make it more lively and engaging than ever. 

But what exactly does out of home advertising mean, how does it compare to digital OOH, who should consider these options, and why is OOH so important? Let’s take a closer look.

Defining Out of Home Advertising 

Advertising isn’t what it used to be. Billboards, posters, and other signs with concrete messaging have always been powerful, but digital advertising has made it easier for brands to make their names pop and go the extra mile to promote products and services. 

Inside Network defines out of home advertising as “simply a traditional outdoor advertisement format, where the audience can view the ad at public places, transportation spots, routes, commercial spaces, etc.” while it defines digital out of home advertising as “an amalgamation of offline OOH advertising with the addition of digital elements in it. It uses digital screens to deliver content to the people through elevator screens, digital billboards, and television screens.”

In simple terms, OOH advertising is a type of media that people consume outside of their homes. 

The biggest difference between the two is interactivity. Traditional OOH advertising is a single, fixed image that exists in the form of signage for a long period of time.

Digital OOH advertising takes advantage of digital videos, interactive text, and other technologically advanced features to create an ever-changing advertisement.

Who Needs Out of Home Advertising? 

OOH advertising isn’t limited to a specific industry or business. Any company that wants to promote its own products and services is encouraged to try OOH advertising. 

It’s an opportunity to extend your reach beyond television ads and social media presence. A solid OOH advertising strategy will set you up for success if you understand your target demographic and can take advantage of the locations where your audience is most likely to gather. 

Where Can You Place Out of Home Ads? 

Finding the right place to put your OOH ad is highly dependent on where your potential future and current customers are spending their time. If you are a clothing company for young adults, you may find yourself advertising your goods not only at the mall but also throughout college towns or salons. If you’re catering to an older demographic and have a product that can help with a medical condition, your advertisement can do best in locations like hospitals and doctor’s offices.

Some of the other places you can put an OOH advertisement on display include:

  • Universities
  • Convenience stores
  • Dispensaries
  • DMVs
  • Doctor’s Offices
  • Gyms
  • Hotels
  • Liquor Stores
  • Malls
  • Movie Theaters
  • Office Buildings
  • Pharmacies
  • QSR
  • Recreational Locations
  • Retail
  • Salons
  • Sports Entertainment
  • Street Furniture
  • Taxis
  • Transit Stations
  • Veterinary Offices

Doing your research and understanding demographic location data can help you find the optimal location for your OOH advertisement and determine the best time to put your efforts on display. 

Why are Out of Home Ads so Important?

Today’s digitally inclined landscape has made it easier than ever to reach your target audience from the comfort of their own homes. Traditional television advertisements are here to stay, but the emergence of social media has added another layer of successful advertising and connection with consumers when they’re lounging around at home or navigating the workday in an office.

OOH advertisement allows you to continue the connection with these consumers, but extend your reach to others when they’re outside of the home. Digital ads allow you to engage with consumers when they’re at work, on their way to social events, and just about anywhere else.

Work with AllOver Media for All of Your Digital OOH Needs

Are you ready to take your advertising efforts to the next level? While traditional OOH advertising can help you get your business out there, a digital option can help bring your brand name to life. At AllOver Media, we can help you achieve this with ease. 

As the largest out of home advertising agency in the U.S., we feel confident in our ability to help your company tell your story in the most captivating, impactful way possible.

Creative digital marketing allows you to be a thought leader in your space by adding value to your target audience’s day-to-day agenda. Our innovative digital signage allows you to put your products or services on display in a way that’s seamlessly woven into an average day, making it a positive experience instead of a disruptive one.

Even if you’re not ready to commit to a digital marketing strategy, we have other OOH advertising services we offer to customers, such as:

  • Convenience store and gas station advertising
  • Mobile traditional billboards
  • Door hangers

Finding the right advertising campaign for your business doesn’t have to be out of reach. Learn more about our services and how we can help you increase brand awareness by connecting with us today.

AllOver Media’s New Digital OOH Capabilities

Posted on by AllOver Media
Woman looking at sign in grocery store. Digital OOH is here to stay!

Here at AllOver Media, we’re continually expanding our insights and offerings to our clients. Our latest digital OOH capabilities mean there are even more opportunities to reach your target audience and spread the word about your brand.

DOOH advertising continues to grow exponentially (currently, ad spending is increasing by 6.52% annually), and we’re not ones to be left behind! Without further ado, let’s dive into some of the new options on the table. 

AllOver Media’s New Digital OOH Capabilities 

These carefully curated offerings maximize results for you, your specific needs, and your wildest dreams. 

Digital Large Format

Large-format media makes a statement. It could be a stunning billboard along a busy highway to an eye-catching bus shelter ad prominently positioned on a city sidewalk, ready to be viewed (and appreciated) by pedestrians and traffic.

Digital Place-Based

Placed-based digital indoor advertising uses popular and relevant environments to reach consumers on the move. 

Our most-utilized locations include: 

  • Malls
  • Gyms
  • Office buildings
  • Restaurants, bars
  • Taxis 
  • And more 

Talk about reaching people where they are! 

Digital Point of Purchase

Want to reach people at the ideal moment? Our Point of Purchase Signage in shopping destinations is the way to go. This option offers the unique opportunity to influence purchasing decisions in-store, right as folks are ready to pull out their wallets.

Family in a grocery store. DOOH can work wonderfully in this setting.


Showcase your brand in: 

  • Big-box retailers
  • Convenience stores
  • Grocery stores 
  • Pharmacies

The Benefits of DOOH Advertising: AllOver Media Style

As you weigh the benefits of DOOH advertising, consider four main advantages AllOver Media’s approach offers: 

  • Contextually-Located. Location data helps us understand how target audiences move and where they frequent. Then, your ad can be placed in the perfect location, ready for the audience when they’re open to receiving it.

  • Measurable Results. Our experts monitor your campaign and make any necessary adjustments. We also optimize spending, giving the best bang for your buck!

  • Automated Processes. As a one-stop-shop, we offer streamlined activation to get you out there faster. After all, no one has time to lose! 

  • Customizable Solutions. After building one targeting strategy, take advantage of multiple channels and make the most of your efforts. Our flexibility allows you to change your messaging in real-time, so you always stay relevant. 

Where Can My DOOH Advertising Be Displayed?

Great question! Sure, we’ve listed a few locations above, but here are more to consider. Imagine your ad in one (or multiple) of these highly-frequented places:

  • Colleges & Universities 
  • Convenience Stores 
  • Dispensaries 
  • DMVs 
  • Doctor’s Offices 
  • Gyms 
  • Hotels 
  • Liquor Stores 
  • Malls 
  • Movie Theaters 
  • Office Buildings 
  • Pharmacies 
  • QSR 
  • Recreational Locations
  •  Retail 
  • Salons 
  • Sports Entertainment 
  • Street Furniture 
  • Taxis 
  • Transit Stations 
  • Veterinary Offices

That’s a lot of opportunities to be noticed! Feeling overwhelmed by the possibilities? No need. Our team works right alongside you to identify spaces that make sense for your brand and messaging. 

Across the Country, Around the Corner

At AllOver Media, we believe in getting the word out about what makes you unique. Contact our passionate team today to learn how – and where –  we can tell your story! Oh, and don’t forget to check back in on our blog. We routinely post industry insights about the ever-changing DOOH advertising landscape.