• Mediaweek, Thursday, June 11, 2009 9:30 AM

Digital out-of-home company Danoo will roll out a mobile component to its network in coffeehouses and cafes. The new offering allows advertisers to add mobile downloads of special promotions to their on-screen content. The new capability will launch next month in 200 venues in New York and Los Angeles.

Danoo tested the mobile option last spring in 39 locations in Los Angeles. The advertisers who participated -- ABC, The History Channel and Electronic Arts -- each averaged nearly 10,000 downloads over a two-week period. Download rates were 3%. When users set their mobile phones to "discoverable mode," making it easy for them to receive messages, download rates soared to 30%," says Doug Scott, Danoo vice president of marketing.

Danoo isn't alone in adding mobile. Akoo is rolling out a TV network in the food courts of 150 malls that interacts with mobile devices, allowing people to request content on the TV network or download special offers via phone. Adcentricity has partnered with Impact Mobile, to make it easy for advertisers to integrate interactive elements into out-of-home campaigns.

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