A strong connection between branded mobile content and Out of Home advertising has been established by Out of Home media agency Kinetic Worldwide and sister mobile marketing agency Joule, in the latest round of its research into mobile technology usage outside the home. The Kinetic/Joule study found that 38% of mobile app users have searched for a brand online or a branded application at a mobile app store after seeing Out of Home advertising. A quarter of consumers said they had been prompted by Out of Home media to search for a brand on a mobile browser, while 17% said they had searched an app store for a branded app after seeing a poster campaign. The research highlights the growing potential for integration between online advertising and branded technology, and both Digital Out of Home sites and conventional posters. It shows that smartphone apps have become an established form of entertainment while consumers are out and about. Smartphone owners are most likely to use mobile apps or mobile internet browsers when on-the-go or travelling on public transport. In line with this insight, JCDecaux Innovate has developed an interesting campaign for Mall.cz, the biggest online store in the Czech Republic, together with the world's largest marketer, Procter & Gamble:  they have set up virtual stores in four of the busiest subway stations in Prague, where busy consumers on their way to and from work could purchase essentials such as razors, shampoo, detergents and diapers via their mobile phones. Consumers captured QR codes for whichever items they'd like to purchase, and the orders were submitted to Mall.Cz. Consumers then received a message to confirm a delivery time -- all while waiting for the next train.  
  More information about the Kinetic study: http://en.ooh-tv.com/2012/02/03/out-of-home-formats-are-effective-touchpoints-for-mobile-interactivity-says-new-kineticjoule-study/