Proximity Marketing News (10/22/2015)
Welcome to your weekly proximity marketing news digest where we bring you some of the most intriguing stories from the emerging world of location-based technologies.
Pinterest Doubles Down With Location-Based Service
Pinterest made a move Tuesday that will automatically capture location data from its 100 million-plus members who use its Place Pins service, a move that will likely generate additional revenue for the company and open more doors for marketers in the future.
Now, every pin will automatically show where it lives on a map, include contact information, store hours, reviews and directions. While the feature is nothing new — Place Pins debuted nearly two years ago — automatically adding location and other details to its 7 billion pins is.
Using the Internet of Things to make Wine Taste Sweeter
Ericsson has teamed up with three other suppliers on a suite of Internet of Things (IoT) technologies for the wine-making industry. The consortium of Ericsson, Intel, Telenor Connexion, and MyOmega Systems Technologies aims to build a secure IoT connectivity service that will support “more effective wine production”, the company said.
The service will allow winemakers to collect data on air and soil humidity and temperature, as well as solar intensity, using IoT sensors along with Intel-based IoT gateways connected to a cloud service.
According to the companies, the system can be scaled upwards to cover the largest wine companies and scaled out to other industries.
Heathrow Launches Immersive Advertising on its Buses
OmniServ, a subsidiary of ABM, has partnered with Heathrow Airport and Out of Home media specialists Wildstone Airports to start selling immersive media across Heathrow’s inter-terminal bus fleet. The first-of-its-kind offering will be available across the entire fleet of 26 buses. The media toolkit features exterior wraps through to interior furnishings, flooring, digital screens and seat-back tablets.
The partnership offering can also include permanent uniformed staff on board to help passengers with destination information, shopping needs, and product demonstrations. The digital capabilities on the buses include NFC technology and ibeacons.
The inter-terminal bus service transports approximately 8.5 million passengers per year through the airport with an average dwell time of 13 minutes.
Paula Oliver, managing director at Wildstone Airports, commented: “As the UK’s premier hub, Heathrow Airport provides an exclusive and highly desirable international audience.
“We love the interactivity which is possible within these buses, however are also really excited about the exterior vinyl wrap which will provide a brand with huge advertising canvases, constantly in motion around the airport.”
As Brands Get More Comfortable With Beacons, Best Practices Emerge
The same rules in life apply to beacon advertising programs: Don’t be annoying or people are going to leave the party.
“You’d just delete the app if you got seven push notifications in one place,” said Rachel Pasqua, practice lead for mobile and emerging technology at MEC Global, North America. “We’re speaking as an agent for our clients, and the biggest potential pitfall of these types of activations is that the user gets too inundated.”
MEC keeps that caveat and others mind as it engages in beacon-related tests for clients – some of which are starting to see the benefits. But let’s be honest: Despite recent hype, beacons exist mostly as one-offs.
Still, as brands like Energizer try their hand at the technology and begin to see positive results, some best practices are at least beginning to emerge. These will be crucial if beacons are ever to proliferate as always-on marketing strategies instead of the experiments they currently are.
BLE Beacon Advertising Networks to Break $2 Billion by 2020
ABI Research forecasts that dedicated BLE beacon advertising networks will be worth over US $2 billion by 2020. ABI Research’s latest report, “BLE Beacon Advertising Networks,” considers the use of BLE beacons, audio/ultrasound and LED/VLC for advertising purposes across large third-party networks, Out of Home (OOH) and in-store brand advertising. “What is clear is that BLE beacons are not enough, and already many of the most successful advertising networks are using audio/ultrasound technologies,” says Patrick Connolly, Principal Analyst at ABI Research. “Longer term, the report also considers the use of LED/VLC to help further augment these networks. This is a hugely powerful technology that can have a major impact on scaling this industry.”
Companies such as InMarket, Swirl Freckle IoT and Mobiquity have begun massive BLE beacon advertising network programs in North America in 2015. But worldwide, a host of startups are using hybrid BLE beacon/audio technologies including YAP, Perples, Blesh, Shopkick and Ecods. “This hybridization trend is essential to support the short term reach and frequency limitations of iBeacons, given the requirement for active BLE on the handset and user opt-in,” continues Connolly.