Home  › Social › Social Commerce
giardinipizza

Groupon Ads Running on New York Times' OOH Screens

  |  July 25, 2011   |  Comments

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."

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Christopher Heine

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...