Adcentricity Adds Mobile 'Clickthroughs,' CPA Applications To Out-of-Home Campaigns

In a move that will accelerate the integration of one form of digital out-of-home media with another, Adcentricity this morning unveiled a system that will enable advertisers and agencies to plan and buy digital out-of-home video and signage network buys capable of tying into interactive mobile applications. The deal new service is an expansion of Adcentricity's core planning and buying system, which currently aggregates more than 80 out-of-home networks, reaching about 150,000 digital screens nationwide.

The new service isn't the end-all, be-all of the digital out-of-home marketplace, says Adcentricity President Rob Gorrie, but it will begin to provide a seamless infrastructure for integrating mobile applications that provide and interactive call-to-action, and return path data similar to the Internet.

"Mobile is not the clickthrough for digital out-of-home," he cautions, but it will enhance the ability of agencies and marketers to create interactive campaigns around digital out-of-home buys that will effectively add Web-like features to place-based campaigns, as well s the kinds of ROI measurement long associated with online advertising buys.

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Gorrie, however, says Adcentricity wants to go slow with the deployment and adoption of mobile tie-ins to avoid the advertising model progression that beset the Internet, which moved from a classic cost-per-thousand (CPM) model used for most traditional media, to a cost-per-click (CPC) model, and ultimately a cost-per-action (CPA) model that has made online media often analogous to direct response buys vs. traditional brand-based advertising. Gorrie says Adcentricity is being cautious, because he believes the online advertising marketplace leaves a lot of brand value on the table, and wants to avoid the same pitfall for digital out-off-home media.

That said, he believes there is tremendous upside to digital out-of-home campaigns that can activate a mobile component, and Adcentricity's new deal with Impact Mobile will begin to integrate campaigns across the two platforms in a seamless way that is consistent with Adcentricity's "one plan, one buy, one bill" ease-of-use approach.

The new service will enable advertisers and agencies to plan digital buys across Adcentricity's network reaching a diverse array of out-of-home locations - everything from grocery stores, retail outlets, bars and restaurants to office buildings, college campuses and ATM machines - with mobile applications that tie mobile applications that "hypertarget" consumers in those places.

Among the applications Adcentricity will offer, include:

* Call-to-action via SMS, votes, polls, sweepstakes, contests, promotions, coupons, call-back request, text4info, surveys
* The ability to redeem mobile coupons (bar codes), unique PIN numbers (drive2web), ticketing
* Rich content, ringtones, wall papers, games, videos
* Mobile applications such as mobile Internet sites (WAP)
* Smart phone applications

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