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© Proxama 2015
Beacon-powered Mobile Engagement
Beacon-Powered Mobile EngagementNeil Garner - Proxama Founder
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© Proxama 2015
Beacon-powered Mobile Engagement
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Proxama powers m-Commerce in the Physical World
© Proxama 2015
Beacon-powered Mobile Engagement
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Smartphones now enabled for Proximity Marketing
© Proxama 2015
Beacon-powered Mobile Engagement
Market Stats
“37% of large retailers plan to
deploy beacons this year”
Media Post April 2015
of consumers are more
likely to engage with
location-based
advertising.
Forbes Oct 2014
“3% of consumers are willing to
share their current location to receive
more relevant advertising.”
JiWire Oct 2014
“54% of Mobile Marketers plan to
introduce Beacons in the near future”
Mobile Shop Talk, Sept 2014
of consumers want to receive
offers tailored to their personal
preferences when shopping
Visa 2015
of smartphone users are
prompted to use their
device by ‘other media’
Internet Advertising Bureau
“Out of Home advertising prompts
25% of smartphone interaction”
Internet Advertising Bureau
“Brands are seeing as much as a 20%
increase in conversion when adding
location data to their ad data.”
Skyhook Wireless61%
59%
57%
of shoppers have their
smartphone’s Wi-Fi and Bluetooth
capability switched on when they
go shopping
Mobile Shop Talk, Sept 2014
39%
4© Proxama 2015
© Proxama 2015
Beacon-powered Mobile Engagement
What are Beacons
and how can they be used?
5© Proxama 2015
© Proxama 2015
Beacon-powered Mobile Engagement
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Beacons wake the client’s app when the phone is in range
The client’s app displays a notification to the consumer
The consumer clicks the to open the app and view the campaign experience
Analyse the data to better understand your customers
What are Beacons?
© Proxama 2015
© Proxama 2015
Beacon-powered Mobile Engagement
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Small battery operated devices
Work with Apple and Android phones
Have a range up to 40 metres
Clients campaign messaging is controlled
remotely
Beacon Hardware
© Proxama 2015
© Proxama 2015
Beacon-powered Mobile Engagement
From TapPoint® to beacon to mobile phone
Proxama’s Proximity Marketing: How does it Work?
© Proxama 2015
Beacon-powered Mobile Engagement
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Types of Beacon Networks
Closed Private Proxama Network
Used exclusively for messaging existing customers/app owners. No advertising accepted.
Network owner restricts who advertiseson network.
Open to all advertisers with network owner managing a blacklist
‘Retailer A’ deploys a network of beacons within their stores. These are used to send offers/customer updates
to those who have their app installed on their phone
Outdoor ‘Media Owner A’ sells campaigns exclusively on all beacons placed within pubs and bars.
All campaigns must be booked through ‘Media Owner A’.
A nationwide network of beacons which may (depending on individual agreement) include beacons within the private networks. ‘Brand A’ will book their
campaign directly with Proxama.
© Proxama 2015
Beacon-powered Mobile Engagement
The Proxama Network
The largest independent network of beacons in the
UK
Partnered with leading OOH media owners to
beacon enable their estate
Across high footfall and high dwell time locations
Network locations include Buses, Taxis, Airports,
Convenience Stores, Shopping Centres, City Centres
and Stadia – to name just a few
10© Proxama 2015
© Proxama 2015
Beacon-powered Mobile Engagement
Case Study – McDonalds
Campaign deployed across 10
stores in Norfolk and Suffolk
Use of beacons uplifted
engagement with McDonalds brand
by 11%
Beacons notifications gave a 21%
uplift in promotional click-throughs
compared to in-app browsing for
offers
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© Proxama 2015
Beacon-powered Mobile Engagement
Eddystone forecast to
become the dominant
standard in BLE beacon
market by 2020
ABI Research August 2015
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“
”
© Proxama 2015
Beacon-powered Mobile Engagement
What is Eddystone?
Named after the Eddystone Lighthouse in the UK
As it’s an open source project they didn’t want to
name it ‘Google Beacon’ and guidelines state
explicitly not to ever refer to it as ‘Google’
It’s a new format for BLE Beacon messages and
supports a wider number of use cases:
Integration into Browser (Chrome)… Things
near me
Data from Beacons: Sensors like
Temperature, etc
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© Proxama 2015
Beacon-powered Mobile Engagement
What does this mean for Proximity?
This Simply Means:
Wider consumer reach with more compatible handsets
Enhanced range of proximity use cases
A bigger network of beacon types to deploy your brand on
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© Proxama 2015
Beacon-powered Mobile Engagement
Picking the right SDK to beacon
enable your App
Compatible with your app Android and iOS – 96.7% of devices worldwide
Highly flexible to allow campaign creativity – our payload concept means
that almost any use case can be supported
Online and Offline - never miss an consumer engagement opportunity as
offline syncing for periods of limited connectivity. Perfect for shopping
malls, stadia etc.
Controlled notification delivery - set time parameters on notifications i.e.
wait 3 minutes after walking past media panel when consumer reaches
the store
Anti-spam - Limit how many times a consumer receives a notification
over a period of time, such as day, week, month etc.
Support for URL consumer engagement campaigns
15© Proxama 2015 15
© Proxama 2015
Beacon-powered Mobile Engagement
Campaign Management
Fully managed or a self serve service?
Cloud based campaign management tool enables fast and accurate
activation – we can set up and deploy beacon campaigns in less than
5 minutes
Set defined start and end dates for campaigns to integrate along side
offline campaigns
Multi user access levels – set tiers of access for those on your team,
or grant 3rd party access to brand stakeholders
Simple integration APIs link into your existing campaign management
systems if required – making scheduling of fully integrated marketing
campaigns easy and no need to access multiple systems
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Beacon-Powered Mobile Engagement
© Proxama 2015
© Proxama 2015
Beacon-powered Mobile Engagement
Always know who, what,
where and when
Audience Mapping
Identify location hot spots and measure
time spent at designated locations
Proximity campaign reporting &
analytics to improve future campaigns
Link to your own in-app data to provide
rich contextual analytics
In future, use Eddystone to capture
more localised sensor data for decisions
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© Proxama 2015
Beacon-powered Mobile Engagement
Summary
Beacons can send message and open an app & content automatically when clicked
Messages dependent on users’ context
Its all about consumer experience and value – not just offers
App’s can benefit from context to deliver new value and services
Eddystone extends reach and capability
Beacons give locations a digital footprint
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© Proxama 2015
Beacon-powered Mobile Engagement
Thanks for listeningNeil Garner - Proxama Founder
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