CBS Outdoor adds SMS

A new OOH add-on program gives advertisers additional reach to mobile consumers through interactive text messaging capabilities and real-time tracking.

CBS Outdoor has just launched txt2go, an SMS add-on feature that offers advertisers a cost-effective way to package features like digital couponing, sweepstakes, direct response and point of purchase as part of their media campaigns.

Through a text keyword on advertiser signage, consumers access marketing messages, like special offers or promos. Those interested in an advertised product can also receive a coupon or free merchandise by texting in a short code, which in turn gives the brand ongoing communication with interested consumers. The technology also allows advertisers to track responses to their marketing in real time.

CBS Outdoor chose US-based mobile tech co Rip Road to power the new mobile platform.

‘Our experience has shown that when we allow a consumer to engage with a brand or advertiser on their terms, the desired participation increases dramatically,’ says Eric Leven, CEO, Rip Road. ‘This mobile application lets an advertiser generate the tremendous value an outdoor effort provides, as well as start communicating with prospects through coupons, discounts, news and much more.’