App or No App, any business may use DTAG100 Smart Beacon & Bipzone to target/re-target their customers!

Just an ordinary parade of shops, with a mix of independent outlets and national chains. How can DTAG100 Beacon add value to these businesses?

As we know by now, the main barrier to entry when it comes to implementing a Beacon campaign is the requirement of a dedicated beacon enabled App. In the situation depicted above, it would be hard pressed to expect each of these businesses to have their own native App, and then hope that they have a dedicated user base, except for the national chains and or partner Apps such as Just Eat. However, Bipzone, a generic utility App provides this mix of businesses and local community with the ability to participate in a beacon enabled campaign without the requirement of developing an additional native App at great expense, over and above their existing web presence. What Bipzone also enables, is for these businesses to share, target and re-target these consumers who might not otherwise have even considered visiting their stores.

We can see the ‘Just Eat’ board outside a take-away restaurant (Pizza Bien Manger) that is obviously registered with Just Eat, however, not all Just Eat users are going to see this sign as and when they pass by the premises. Using the DTAG100 smart beacon, you can broadcast a dedicated UUID directed at the Just Eat App users turning their attention towards this particular restaurant and/or use Bipzone concurrently to attract new business to the premises as well as increase Just Eat App downloads using a URi. Pizza Bien Manger would not be required to develop their own App, but rather to tap into their existing web presence, albeit only social media platforms like Facebook, Twitter or Instagram etc. This in turn also enables the business to increase their CTR, SEO and SEM, by driving traffic directly to a specific URL on the web or deeplink within an App. Bipzone is able to broadcast the respective URL or URi, enabling the business to easily update or create specific time based content relevant to that link. Each business would have control of their own beacon content and be able to change it as and when they like.

Fish & Chips is an independent outlet and is highly unlikely to have their own App, yet they do have a web presence in terms of social media links. Using Bipzone, Fish and Chips can reach a growing nearby user base enabling them to view their menu and potentially place an order for collection, which could also enter them into the queueing system thereby reducing wait times. These same visitors could be targeted by the nearby NISA grocer, Betting Shop, Nail bar, Laundromat, and other nearby services based upon their repetitive visits, location as well as create a local loyalty scheme.

Of course, while the aim of Beacons is to reach a nearby audience, there will always be part of that audience who are not interested in the particular product or service, and for that reason, Bipzone features a blocking facility. Any nearby consumer who feels that they are being incorrectly targeted or simply not interested in a particular brand, service or product can simply block that notification and their device will no longer receive notifications from that beacon.

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Local or cloud based servers

Montreal-based, ad-centric, signage software firm BroadSign has started making noise about a new mobile product – helpfully called BroadSign Mobile and aimed at digital OOH networks, notably retail ones….

via 16:9: BroadSign Extends DOOH Ad Targeting Platform To Smartphones — Digital Signage Pulse

Using a DTAG100, Broadsign would not be required to rely on a user having connectivity in order to reach their cloud based servers. The DTAG100 could be driven by a localised server that has external connectivity allowing it to update any required platforms or collect relevant information based on a users profile, and then make the required destination or event available on-premise. The user collects the relevant notification, albeit a coupon or navigational directions and then dependent on connectivity requirements, can access the detail as and when necessary.

 

Merchants’ digital wallets leading the migration to mobile payments: report — Mobile Commerce Daily

 

Walmart offers a mobile wallet Merchants are having a bigger impact on shoppers’ payments behaviors and encouraging the transition to mobile compared to universal wallets such as Apple Pay, according to a new report from Mercator Advisory Group. A growing number of merchants are offering their own branded mobile wallets and incentivizing the use of…

via Merchants’ digital wallets leading the migration to mobile payments: report — Mobile Commerce Daily

How to add value and boost ROI to your existing network of OOH media, static and Digital.

The dazzling lights of Times Square, Piccadilly Circus, Hong Kong, large format, 4k, 8k, static and motion led are all out there with a purpose of tantalising the general public with rich content.

Too much of this exciting and dazzling content soon becomes ‘white noise’ for a large proportion of passers by. Brands need to start taking advantage of technology that allows them to provide a memorable, engaging and immersive experience for the audiences they are playing too, and offer contextually relevant experiences to their known audience.

Having gone to great lengths securing valuable locations, large format best of breed screens, exciting and impactful content to be displayed during peak periods, but if this has turned into ‘white noise’ which is highly likely now that for the most part consumers are far more focussed on their mobile screen rather than their surroundings, the campaign will simply will not deliver the desired results. It’s time to optimise your inventory for maximum and relevant impact.

The one thing that the majority of consumers now rely and react upon is their all important and very personal mobile device. If the intention is relevant, consumers will react immediately, if not then it is highly likely that the connection will be discarded instantaneously.

New and emerging technology, while still in its infancy is available to provide brands and advertisers with the opportunity to engage with either or both a general or known audience. However, if this engagement is not relevant it could be construed as invading private space and more than likely get blocked or turned off.

The efficacy of contextually relevant content is more likely to achieve the desired effect which will ultimately lead towards building trust and loyalty between the advertiser or brand and their known audience.

DOOH as a sub-set of OOH advertising is forecast to reach $53billion by 2018.DOOH defined as the fastest-growing paid media advertising channel delivered via internet-connected digital screens outside the home, behind mobile and total digital.

Digital and Static media provide the consumer with an ‘impression’, and by using emerging technology such as Bluetooth Low Energy beacons and NFC, advertisers can make these impressions interactive, providing shoppers with a valuable and two way experience. The key is to ensure the relevancy of the interaction.

Finding the right technology can be more daunting than understanding how to make these interactions effective and relevant. Generally by adding any new technology to existing infrastructure, if the integration appears too tedious it doesn’t get done and if it is added it usually comes with the additional expense of 3rd party management platforms.

The DTAG100 is a combination of either or both Dynamic NFC and Smart Beacon designed specifically with Digital Signage in mind. It is provided as a stand alone plug and play device that anyone from SME’s to large corporate enterprises can add to their existing networks and infrastructure. The DTAG100 is both Operating System and Platform agnostic and connects via USB, making it the most versatile and flexible plug and play device to enable your campaign, albeit static or digital with both or either the magic of Beacons and NFC in real time.

Once you have introduced the hardware capabilities, then the opportunities to link and engage with the consumer become endless, which is why the importance of the relevancy of content is so important. Demand Side Platforms, Supply Side Platforms, API’s and CRM data are all key components that make it possible for the advertiser to deliver contextually relevant content to the right person, in the right place at the right time. This type of engagement moves the consumer from general awareness to 1-2-1 open dialogue taking the quality of interaction to the next level, simultaneously building loyalty with their known audience on a personal level.

As we noted earlier, global spend for programmatic digital display advertising will reach $53billion by 2018 and DOOH will play a key role in this growth by adding a whole new inventory to existing online trading desks. The addition of this new and emerging technology could provide a carbon copy of the DOOH inventory driving these figures even higher.

Multi Experience Campaign

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Traditional Out Of Home Advertising can now be used to communicate with your nearby audience. Bring your static content alive with up to date proximity marketing tools, eg DTAG100 Smart Beacon and start engaging with nearby audiences, helping to boost SEM & CTR. Brands and Advertisers who already have beacon enabled Apps, can communicate with their existing App users as well as encourage further App downloads through Bipzone URi.

Brands, in particular FMCG who don’t have specific Apps can take advantage of Bipzone to drive users directly to links within their web portfolio, even providing instant or time based offers or prizes linked to nearby store locations.

Using a combination of DTAG100 & Bipzone, a ready made beacon solution, there are 10 options in the above image whereby this advert can trigger events on mobile users devices during their dwell time at the station. The DTAG100 also has a large and strong broadcasting range, which could also potentially reach commuters on passing trains or those already in the train.

1- Cancer Research website 

2- Raceforlife.org

3- Twitter #

4- Royal Windsor Racecourse

5- Tesco

6- Heart

7- Scottish Power

8- GWR

9- Bipzone

10- National Rail