• Adweek, Tuesday, July 7, 2009 9:26 PM

Several digital out-of-home ad networks, including Akoo, Danoo and Adcentricity, have added a mobile platform to extend their dialogue with increasingly mobile consumers.

The promise of combining the two fastest-growing media is hard to resist: Catch the consumer when they are most receptive to messaging; engage them with special promotions and offers close to the point of purchase; and continue the dialogue by building a database of loyal and receptive customers.

Digital OOH networks are making it easier for advertisers to harness both media by bundling them together. Interest among advertisers is definitely increasing. Since Adcentricity partnered with Impact Mobile in April, the aggregator has seen a surge in advertisers wanting to integrate mobile into their plans. Danoo found that the dual platform gets better results than the Internet-about 3% compared to 1% for online. So far, however, only about 15% of brands who use digital OOH have experimented with mobile.

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