SMSHow Mobile operators + Facebook + OOH = Pull Marketing
Physics teaches us it's easier to pull an object rather than push it. In advertising, most of the OOH/billboards push their content to reach the target market. Now, just a thought - can Facebook + mobile operators + OOH medium together convert it into pull marketing scenario?
Mobile operators have VLR (visitor location register), a temporary database to determine your current geographic location. You can be present at only one place at any given time.
Also, this is the same mobile number that you have registered on Facebook to update status and receive sms notifications. Adding to it, your profile information contains vital meta data about you and your likings and other facts.
Now, consider this- facebook, mobile operators and OOH owners enter into some deal. Summing up together,
A: You carry the tag cloud of your meta-data along with you, wherever you go.
B: Your mobile operator traces your location and fetches the tag cloud of meta-data from facebook through some automatic script. No human intervention.
C: When you and many others pass by a hoarding, it does a intersection of all meta tags and also the tags associated with the hoarding location (predefined set of localized keywords for advertisers).
The hoarding displays the ad filtered to the intersection of A, B & C.
e.g.
When more number of people, fan of Shah Rukh Khan pass by a hoarding can see the Airtel Ad compared to when majority liking dogs cross by, can see the Vodafone Ad.
Thus, the OOH no longer remains "push". It becomes "pull" depending upon the density of people carrying an associated tag cloud, crossing by a particular hoarding site at any particular point of time. Not only this, advertisers can now bid on the keywords (like google adsense) and highest bid wins the spot.
This is just a proof of concept, which in my belief could revolutionize the OOH advertising medium. Your thoughts please!
