Mobile Retargeting

We are very excited to announce that we’re launching ‘mobile retargeting’ as part of our offering to brands.

This will allow our partners who are utilising our outdoor advertising network the ability to retarget anyone who may see their billboard campaign, across Facebook, Instagram & Google.

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Integrate your online & offline Advertising.

Digital Out-of-Home increases the effectiveness of digital advertising by 18% (Neilson) in general, so with an integrated infrastructure brands can unlock some great results through the utilisation of these two channels in conjunction with each other.

When someone has already seen your brand in the real world - in a shopping centre, retail park or city centre - they’re far more likely to engage when they see you again on their phone. Mobile Retargeting bridges the gap between brand building and performance.

How it works

Reach at scale with DOOH

Your message is seen in premium, high-footfall locations - building trust, credibility and recall in the real world.

Re-engage via PPC & Social

People exposed to your billboard can be re-engaged across platforms like Google, Instagram, Facebook and more.

Drive Measurable Action

From website visits and enquiries to conversions - DOOH creates awareness, PPC captures the intent.

Billboard 👉 Data Provider 👉 Your ads account

Through our approved data partners, we capture anonymised mobile device IDs within a defined radius of our billboard locations.

That audience data is then securely pushed into your chosen advertising platform - Facebook, Instagram or Google - allowing you to retarget those users with paid social campaigns.

Fully GDPR compliant, of course.

That’s cool… What do the numbers say?

We run a test on our own Meta campaigns. Duplicating the exact same advertising creatives and at the same budget, through two ad sets - One with our standard Meta targeting, and one utilising the retargeting audience.

The results:

click-through rate:

1.03%

3.00%

0.79%

1.46%

Retargeting Audience

Standard audience

Engagement Rate :

cost per click:

£1.14

£0.58

Who runs the ads?

We understand that every business is different.

If you already have an in-house team or agency running your paid media - We can securely share the live audience feed for them to activate.

If you don’t, we have a specialist team who can manage the full digital paid media strategy for you - from creative to optimisation, using the live billboard audience data to maximise results. The team are experts in helping drive relevant traffic that converts into genuine leads and/or sales.

The team specialise in PPC across Meta, Google, Tiktok & Microsoft at very competitive rates.

Frequently Asked Questions

  • When someone passes your billboard, their mobile device is detected in that location by our data partner. That device ID is then matched to a targetable profile on your preferred advertising platform (Facebook/ Instagram/ Google) meaning the same person who saw your billboard can be served a follow-up ad on their phone. 

  • We use location data from a panel of opted-in mobile devices. When a device is observed passing through your billboard's vicinity during your campaign flight, it's added to your audience pool. We factor in viewability - so it's not just anyone in the general area, but devices that were realistically in a position to see your ad.

  • The mobile retargeting functionality can cover Meta (Facebook & Instagram), as well as Google’s products which covers Search and Display. 

  • Yes. All location data comes from consenting mobile users via our data partner, and is anonymised and aggregated before it reaches us. We never handle personally identifiable information. Our data supply chain is built to meet UK GDPR requirements, and our client terms reflect your responsibilities as a data controller. If you have a compliance team, we're happy to walk through the data flow with them.

  • Standard social or display ads target audiences based on interests, demographics, or browsing behaviour. Mobile retargeting targets people based on the fact that they are likely to have seen your billboard ad. So you're following up with an audience that's already had a real-world touchpoint with your brand. The combination of billboard awareness and digital reinforcement consistently outperforms either channel alone.

  • Once your billboard campaign is live, there's typically a one week window before your retargeting audience is ready to activate. This covers data collection, processing, and platform matching. We factor this into your campaign timeline so there's no gap between your billboard going up and your mobile ads going out.

  • There are two options depending on your current infrastructure and what you require. If you’re looking to purely receive the data as you have your own marketing team that can run the campaigns, this is purely based on a CPM model. This works well as it’ll likely correlate with your budget.

    If you require paid media management, we charge a very competitive fixed fee - with the CPM charge billed on top of this dependent on the impressions you deliver. 

    If you’re unsure on how this will work for your business, just get in touch and we can explain the process with you. 

  • The great thing about the digital paid media campaigns is the reporting functionality - we’ll be able to report on impressions, website visits and conversions. 

    For clients running campaigns managed by us, you'll receive a campaign report at close. 

  • Yes - the mobile retargeting product is designed to extend the reach of an existing DOOH campaign with us. The audience is built directly from footfall at your billboard location, so the two elements work together by design.

Ready to launch your integrated advertising campaign?

Get in touch today and a member of the team will be in touch.