• by Erik Sass , Staff Writer @eriksass1, October 5, 2012

The convergence of digital out-of-home video and mobile marketing is increasing the ability of both channels to reach consumers at the point of sales, as well as allowing marketers to measure the impact of DOOH campaigns more precisely. With these goals in mind, Adspace Networks has launched Clip’d, a platform for delivering mobile coupons to consumers in the retail environment.

The Clip’d app, which was developed for Adspace by Zoove and launched in four malls in July, also allows marketers to highlight sales and special offers, and deliver digital content like movie trailers, TV show previews, and behind-the scenes celebrity videos from Lucky magazine. A number of big retailers have already participated in the test phase and early rollout of the app, including Macy's, Express, Stride Rite, Sears Portrait, Things Remembered, Solstice, Crabtree & Evelyn, Aeropostale and Jos. A. Banks.

The app is being promoted with 15-30-second spots appearing on AdSpace’s Digital Mall Network, consisting of over 1,700 screens in malls around the country. Clip’d is currently available in 128 malls nationwide, reaching a total of 31 million unique viewers per month.

The news comes as new research from the IAB and InMobi shows mobile’s efficacy for reaching key demographic segments when it comes to mall-based recreation. The study, “Mobile and the Movies,” found that 71% of male respondents and 69% of female respondents use their mobile devices to help pick a movie; meanwhile 40% of men and 27% of women said they watch movie trailers on their mobile devices. In this latter group, 67% of the men and 58% of the women said they watch ads before the trailers.