INNOCEAN said on the 1st it will unveil an integrated marketing solution that links mobile navigation with large digital out-of-home (DOOH) ads in partnership with Tmap Mobility.
The solution combines Tmap's mobility data with INNOCEAN's out-of-home ad operations to let consumers encounter brand messages during their journeys. It links large billboards in major commercial districts such as Gangnam Station and Myeong-dong with the Tmap application (app) to run as a single ad campaign.
Advertisers can deliver brand messages from the moment users launch Tmap until after they arrive at their destination. Depending on the campaign objective and duration, the solution can be used on a daily, weekly, or monthly basis.
INNOCEAN said the solution is meaningful in that it expands data-driven ad techniques into the out-of-home arena. By combining the Tmap platform, used by many drivers, with INNOCEAN's digital out-of-home infrastructure in core commercial districts, it expanded touchpoints between brands and consumers.
The two companies expect the collaboration will enable advertisers to deliver messages optimized for travel routes, achieve integrated exposure across navigation and billboards, and create a continuous brand experience that consolidates the pre- and post-campaign phases.
Lotte Entertainment will join as the first collaborating corporations. For the promotional campaign of the film "Wild Thing," which opens on the 3rd, the solution will be used to expose the same message via the app and billboards to Tmap users moving around the Gangnam Station area.
An INNOCEAN official said, "The essence of advertising is delivering messages at the right time and place to the consumers advertisers want," adding, "This solution opens new possibilities to seamlessly weave brands into consumers' everyday travel journeys."
A Tmap Mobility official noted, "This is a new attempt by Tmap to expand touchpoints between brands and consumers based on mobility experiences beyond mere navigation services."
A Lotte Entertainment official said, "The way offline billboards and mobile navigation are connected into a single experience felt very innovative," adding, "We expect new effects in promoting the film 'Wild Thing.'"