COMPENDIUM: OUT OF HOME & MOBILE | Mobile Marketing Association
Release Date: 
October, 2019

COMPENDIUM: OUT OF HOME & MOBILE

Out of Home & Mobile Compendium

Urbanity and mobility are increasing and changing media usage to a large degree. The greatest beneficiaries of this development are Out of Home (OOH) and Mobile, which, according to the OMG Preview Monitor, are the sectors with the biggest opportunities for growth in 2019. This creates new communication challenges and opportunities for companies and brands.

The combination of OOH and Mobile bridges the gap between the offline and online worlds and perfectly connects the benefits of both. OOH provides marketers with continuous and consistent reach and gives brands a public profile. Mobile is the most personal channel to the digital world. These two channels complement each other in the sales funnel and – as studies have shown – are most effective in combination. With this in mind, WallDecaux and the members of the Mobile Marketing Association in Germany (MMA Germany) have come together to follow up on the most urgent questions: 

  • How can advertisers and agencies take advantage of efficiency benefits along the entire value chain?

  • How must contemporary communication strategies be planned, developed and implemented so that they optimize the potential of both channels?

  • How can consumers be successfully addressed across media and on different levels?

The result is this compendium, which addresses the different possible applications and combinations of both channels. It offers bundled knowledge from practical experience and provides those responsible for brands and marketing with new tools to push the brand and sales.


 

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.