From Navigation Screens to Street Billboards, A New Out of Home Advertising Model

South Korean advertising company Innocean and mobility platform TMAP Mobility have introduced a new advertising solution that connects navigation app advertising with Digital Out of Home screens along a driver’s route.

The service, called the “Navigation–Out of Home Billboard Integrated Marketing Solution,” combines TMAP’s mobility data with Innocean’s Out of Home advertising network. It is designed to deliver the same brand message to consumers on their navigation screens and on large digital billboards while they are travelling.

For example, a driver travelling from Gangnam Station to Hongdae can first see an advertisement inside the TMAP navigation app. During the journey, the same campaign can appear again on large Digital Out of Home screens located along the route. This allows a brand to stay visible from the beginning of a trip until the consumer reaches the destination.

Advertisers can choose campaign packages based on their goals and budgets, including one-day, one-week and one-month options.

The main strength of the solution is TMAP’s large amount of mobility data. By combining information about where people travel with Digital Out of Home screens in major commercial districts, advertisers can deliver messages closer to the actual routes consumers use.

The approach also reflects a wider change in the Out of Home industry. Digital billboards are increasingly being connected with mobile data, location information and other digital channels rather than being planned as stand-alone media.

Innocean expects the new service to create a more continuous brand experience by linking the personal navigation screen with large public advertising screens. The campaign can begin when a consumer starts driving and continue through major locations along the journey.

The first advertiser to use the solution was Lotte Entertainment, which promoted the movie “The Ugly” through TMAP and Digital Out of Home advertising around major areas including Gangnam.

The partnership shows how mobility data could open new opportunities for Out of Home advertising in South Korea. As navigation platforms understand when and where consumers are moving, Digital Out of Home media can become more closely connected to real-world travel behavior and offer advertisers more precise ways to reach audiences.