Neil Garner, Proxama @ ad:tech 'Beacon Powered Mobile Customer Engagement'

Beacon-powered Mobile Engagement
Beacon-Powered Mobile Engagement
Neil Garner - Proxama Founder
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Proxama powers m-Commerce in the Physical World

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Smartphones now enabled for Proximity Marketing

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

What are Beacons
and how can they be used?
5© Proxama 2015

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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

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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

From TapPoint® to beacon to mobile phone
Proxama’s Proximity Marketing: How does it Work?

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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 advertises
on 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.

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

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
11© Proxama 2015

Eddystone forecast to
become the dominant
standard in BLE beacon
market by 2020
ABI Research August 2015
12© Proxama 2015
“
”

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
13© Proxama 2015

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
14© Proxama 2015

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

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

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
17© Proxama 2015

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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Thanks for listening
Neil Garner - Proxama Founder
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Neil Garner, Proxama @ ad:tech 'Beacon Powered Mobile Customer Engagement'

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Neil Garner, Proxama @ ad:tech 'Beacon Powered Mobile Customer Engagement'

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