What are the key considerations to bear in mind when adopting a mobile out-of-home strategy and in w

Mobile and Out-of-Home are finding great ways to work together to generate trackable, measurable results. There is little doubt that out-of-home ads will be better geared towards generating mobile traffic as time goes on.

When considering a mobile out-of-home campaign there are a few things that I would consider before implementing.

- Where is my ad going to take the consumer? If the url on your billboard or indoor screen takes the mobile user to your general website, you may not be generating and converting web traffic effectively. Landing pages that are mobile optimized and geared towards generating action (buying a product, submitting your email and contact info, etc) will produce better results.

- What url are you using? Out-of-Home products are built to reach consumers on the go, so is your url quick and memorable? Can a customer key it into their phone on the fly? If not, you may be turning an opportunity into a loss. Make sure your url is quick, simple and memorable so that consumers can correctly visit your site while out and about.

-How are you delivering the mobile connection? Text in campaigns can be effective in generating web traffic because you can send the consumer an auto-reply directly to their phone with an actionable step (such as "Click this link to redeem your coupon") This will allow you to generate qualified web traffic without requiring them to remember your url.

-How is your content? Content is always king and when adopting a mobile strategy campaign, make sure the actionable request is front and center and stands out from the clutter.

Additional consideration should be taken into account for dwell time. When determining the best way to deliver web campaigns and generate mobile web traffic think about your consumer and how much time they will be exposed to your ad. If dwell time is 10 seconds, a text campaign with an easy keyword to generate traffic may be more suited. If dwell time is 20-40 minutes, you may be able to get away with a simple url.