• by Laurie Sullivan  @lauriesullivan, October 31, 2018

At the IAB Direct Brand Summit on Wednesday, the Interactive Advertising Bureau will reveal 13 case studies that prove the benefits of integrating digital out-of-home (DOOH) with mobile media, which typically comprises a sizable portion of today’s media budget.

The case studies illustrate a variety of ways that marketers across verticals can drive growth, lift, recall and return on investments for their brands. Combining the two media, for example, can drive in-store visits to increase app downloads and create social and online actions.

“If you look at the 100-top spenders in out-of-home media, 25% come from the digital and the tech industry because they realize the need for a real-life presence that also powers search and social well,” said Elizabeth Rave, national marketing director at Outfront Media.

DOOH net advertising sales will grow by more than 16% in 2018 to $5.7 billion as new airports, malls and transportation systems become available for media buying this year, according to data from Magna Global.

One featured case study highlights an airline with an in-flight shopping experience for grocery delivery. A leading European grocery chain launched a trial to provide in-flight grocery services that allow people to shop online through a connected portal, using the plane's Wi-Fi to place their grocery order while seated in flight. They also were asked to choose a time and place for delivery.

The campaign ran for three months and leveraged specific targeting around routes, zones and languages. The grocery store limited the messages to outbound flights from Germany in German. And in the end it yielded a click-through rate 25 times comparable to the house ad CTR.

And while the case studies demonstrate that mobile and DOOH work well together, the duo also supports attribution to help marketers better understand campaigns. “You can see when someone passes through an area where they had the opportunity to see the ad, and then see what they did next,” she said. “Did they go to a store, did they visit a website or buy a ticket to an event?”

The conversation between marketers at brands formerly centered around Big Data, but is now focused on determining what to do with the data. For example, people love it when marketers use the data in a smart way by relating it to the context of where the ad gets placed in the real world, she said.

The brands that are doing this effectively use their own data to create really good ad and marketing copy from it, Rave said.