Advertisers include a text keyword in outdoor display advertising that consumers can send via SMS on their handheld device to take advantage of special offers or promotions, or simply get more information about the product or service being advertised. By including unique text codes on different billboards, advertisers can track the effectiveness of individual signage placements.
The new service, built and operated by Rip Road, enables a number of marketing strategies, including mobile coupons, sweepstakes, direct response and point-of-purchase promotions. Beyond measuring consumer response to outdoor advertising, txt2go also allows advertisers to build databases of information about the consumers who respond to the ads.
Jodi Senese, the executive vice president of marketing for CBS Outdoor, says the service gives "our clients ways to further engage consumers."
Out-of-home advertising is seeing the convergence of several trends enabled by new technologies.
Digital out-of-home displays are offering advertisers more options, including video, multiple displays and continuous testing of different ad creatives during an ongoing campaign. Plus, the development of mobile communications allows far more precise measurement of outdoor advertising effectiveness by gauging consumer response.
Together, the dynamic, interactive capabilities of digital platforms promise a level of measurement that could make outdoor advertising competitive with online ad campaigns -- which have become the bane of most traditional media.