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."
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. 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.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.