Rugby World Cup 2023: Worldcom OOH unveils geofencing & MOOH stategy

Worldcom OOH, a global media strategy, planning and trading company specialising in OOH, DOOH and programmatic, has come up with an innovative geofencing and mobile OOH strategy for the Rugby World Cup 2023 to be held in cities in France from September 8. By using a strategy that combines the geolocation service technology of mobile devices with OOH that allows brands to get closer to their audiences, the mega event is expected to attract 857 million viewers, a record number that was reached at the World Rugby Cup in Japan 2019.

This media synergy strengthens the reach and frequency of advertising campaigns and allows audiences to be reached through different channels, while also enabling the tracking of both response and ROI.

OOH brings strength in terms of scope and contact. It offers wide coverage with high frequency, being present at multiple touchpoints during the consumer journey. Mobile allows the brands to target people individually, giving them the opportunity to react immediately and produce a second impact through a retargeting action. For example, a person who is impacted by a billboard on their way to work may then receive an advertising message via social media or digital media. Targeting offers the opportunity to deliver messages when they are of particular relevance to the target audience, either by location or time (engagement).

"It's an exciting challenge to be able to communicate around the biggest rugby event of the year. With our combined geofencing and mobile OOH strategy we will be offering brands the chance to join a sporting event that attracts crowds to locally accompany their audiences, who are following the 48 matches of the 20 teams that will play the championship, and more than 350,000 people who will travel to watch it. There is possibility of reaching viewers projected to exceed 900 million, a more than interesting audience for brands to connect with their audiences, where digital media will be the protagonist with web streaming and video platforms," says Fernando Vizcaino, General Manager of Worldcom OOH.