News
Danoo announces mobile content delivery for digital out-of-home
June 10, 2009
SAN FRANCISCO — Danoo Inc., a provider of digital place-based media, has announced the rollout of a new mobile advertising solution. Recent campaigns with ABC, Electronic Arts, The History Channel and others combined two of the fastest growing categories in advertising — digital place-based media and mobile marketing. Results indicate that Danoo has the potential to deliver content to hundreds of thousands of mobile consumers over the course of just a few weeks.
Danoo, which delivers relevant, entertaining and localized media to highly mobile, upscale audiences in coffeehouses, cafes and airports, announced the results of its first mobile content download campaigns. Initial trials were conducted in 39 venues in Los Angeles, with each advertiser leveraging Danoo's Web-connected HD screens to drive discovery of and engagement with a mobile content download opportunity. Visitors to Danoo locations viewed video content on Danoo's digital screens accompanied by an on-screen prompt to download exclusive content such as sneak peeks and ringtones from their Bluetooth or Wi-Fi-enabled devices via the Danoo network.
Results show that Danoo's audience is particularly receptive to downloading content to their mobile phones while in a Danoo venue. On average, 10 percent of Danoo's audience had their mobile device set to "discoverable," nearly one-third above the national average, and of those viewers, 28 percent opted-in to receive the mobile content download. These numbers translate into to a net download rate of nearly 3 percent of total venue traffic, which could result in more than 200,000 downloads per two-week campaign as this product rolls out to the rest of the Danoo network.
"We were happy to participate in Danoo's mobile test for our new series Life After People," said Chris Moseley, senior vice president of marketing, History Channel. "We're always looking for new and creative ways to showcase our product and connect with consumers, and mobile is an increasingly important medium for communications."
Electronic Arts also saw positive results from its campaign for The Sims 3.
"At EA, we know that driving and capitalizing on interest in our games prior to their release is critical to a successful launch," said Carolyn Feinstein, group vice president of consumer marketing at EA. "Danoo helped us get relevant content into the hands of thousands of gaming enthusiasts leading up to the game's launch — a critical step in driving day one, week one purchases. At a time when everyone is looking for ways to be more efficient and prove ROI, this is an inherently measurable medium through which we can reach significant numbers of gamers."
"In talking with marketers, we frequently hear they are looking for ways to create localized, one-to-one relationships with consumers," said Aileen Lee, CEO of Danoo. "We have a great opportunity here — we are in people's favorite places, when people have their mobile phones in their hands and the time and interest to engage. Seeing the great results from these campaigns, it feels we've really hit on something — we're delivering an experience that engages the mobile consumer in a grassroots, measurable way."
Danoo partnered with mobile technology company Blue Bite to enable the campaigns and is actively rolling out its mobile interactivity capability to all of its venues. The first 200 Danoo locations will be live in Los Angeles and New York by July 1. At full deployment, Danoo will give advertisers the ability to get their content into the hands of more than 200,000 consumers in an average two-week campaign. In addition to content downloads, Danoo offers multiple ways to pair its screens with mobile interactivity to maximize campaign effectiveness, such as SMS call-to-actions, social gaming and mobile application promotion.
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