A study just released by emarketer.com says that the number of US mobile coupon users will increase by 80% between 2011 and 2013. With the US economy trying to rebound, consumers are still looking to receive discounts and special offers towards their purchases. And with the number of smartphone users increasing at rapid speeds, the number of mobile coupon users will do the same.

So what does this mean for DOOH? It's great news for both advertisers and networks who are using digital out-of-home media as a marketing outlet. Digital screens, especially at the point of purchase, can reach audiences with Retail Mindsets and offer coupons (via QR codes) directly to a mobile phone.

According to the report, due to enhanced targeting possibilities, speed to market, the prospect of high engagement rates and the ability to link mobile coupons with loyalty and payment mechanisms are other factors driving adoption.

All of these points hold true, especially as it pertains to DOOH and the rVue Demand-Side Platform. For instance, enhanced targeting possibilities... Let's say you represent Peanut Butter Brand XYZ and there is a $0.50 off coupon to offer consumers. With DOOH (via rVue's Demand-Side Platform) you can offer to display your coupon to users who are at the grocery store, actively shopping and price comparing peanut butter products. And with DOOH, you can update your message and coupons as needed.

Speed to market has become easier with rVue's DOOH marketplace due to the reach it offers and the platform's flexible nature. Traditionally, building a DOOH campaign can take days, weeks or months to plan and buy. But with rVue's DSP, planning and implementing a new campaign can take less than a few hours, matching the speeds you need to reach your audience in the time you need.

Within rVue, advertisers can choose from over 240 million daily impressions and offer high engagement rates through interactive content. Strategically placing your advertisements to be seen by captive audiences is crucial to an effective DOOH campaign. Depending on your message, message length and call to action offered, selecting the right network location can make or break your campaign. In rVue, media planners can sort through the hundreds of thousands network screens across the country before selecting which one is the right fit for your audience and giving your ad the opportunity for high engagement rates.

Mobile coupons, DOOH and payment mechanisms are just beginning to scratch the surface. With QR codes gaining mainstream acceptance and new technologies being developed, DOOH becomes a perfect outlet for the two to marry. rVue believes in the power of DOOH + Mobile Coupons/Purchases, which is why we've created rVue Direct, a source for interactive content designed to engage audiences and pontentially boost revenue streams for Advertisers and Networks.

Ashley DiVeronica - Digital Marketing Strategist