Promos encourage mobile purchasing.
It's well-known that Groupon has leveraged an affiliate program to push its daily deals as far and wide as the Internet allows. But the Chicago-based company is leaving no stone unturned, as its local offers have also appeared via The New York Times' digital out-of-home screens in major cities since May 16.
The full-screen ads have been seen in pizza parlors, delis, coffee shops, and convenience stores. Groupon's offers are being targeted at the zip code level in New York, Los Angeles, Chicago, San Francisco, and Boston. An example: ClickZ News spotted a Groupon ad for Brooklyn Boulders on a screen at Giardini's Pizzeria in Brooklyn, NY, on Thursday. Brooklyn Boulders and Giardini's are less than one mile apart.
Viewers of the ads can input a short-code text, which, if they have a web-enabled cell phone, will bring up a Groupon web page where they can purchase a discount voucher. The ads are being distributed via the Times' network by OOH provider RMG to the tune of 75,000 screens. The Groupon offers are in heavy rotation, appearing every 3.5 minutes, according to San Francisco-based RMG.
The company has a traditional online affiliate partnership with Groupon, even though the impressions occur offline. David Bruce, RMG's EVP of media products, said individual retail locations average between 300 and 400 mobile purchases a month.
"It's not a huge amount of traffic," Bruce explained, speaking with ClickZ. "But that is generally what we see from the short-code perspective."
August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.