Gimbal,  Inc.  Gimbal,  Inc.  

Beacons:  Opportuni7es,  Limita7ons  &  How  Marketers  Can  Use  Them  Today      Keri  Danielski,  VP  of  Marke7ng,  Gimbal,  Inc.    

March  1,  2016  

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Gimbal,  Inc.  

How  Gimbal  Beacons  Work…  

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❶  

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Gimbal  beacon  transmits    secure  ID  

❷  

Gimbal  Manager  determines  engagement  

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Smartphone  relays    detec7on  to  Gimbal  

Manager  

Gimbal  beacon  detected  

by  Gimbal  SDK  within  a  mobile  app  

Gimbal  Manager  sends    

content  to  app  

Gimbal,  Inc.  

 Proximity  Beacons  and  Firmware  

•  For  areas  under  50  meters  •  Low  cost,  easy  to  install  Bluetooth®  Smart  (BLE)  Beacons  • Various  forms  and  power  configura7ons  •  Industry  leading  security    • Advanced  and  unique  antennae  design  • Minimal  ba`ery  consump7on  •  Easily  configured  and  updated  remotely    

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Engaging  Users  at  Micro-­‐Loca1ons  

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use  mobile  while  shopping  

84  %  Source:  Google  

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57  %  engage  with  

loca7on-­‐based  ads  

Source:  FORBES  

Rapid  Adop7on  of  Loca7on-­‐Based  Marke7ng  

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U.S.  Store  Sales  Influenced  by  Loca1on-­‐Triggered  Engagements  

2015  

Source:  Business  Insider  Intelligence  

$4.1  B  

$44.4  B  

2016  

10x  GROWTH  RATE    

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Tools  for  Loca7on-­‐Based  Marke7ng      

MOBILE  SDKs  •  For  iOS  &  Android  •  Allows  for  passive  or  ac7ve  mobile  engagement  

MANAGER  PORTAL  •  Build,  manage,  analyze  campaign  performance  and  loca7on  infrastructure  

•  REST  APIs  

BEACONS  •  Outdoors/Indoors  •  Micro-­‐loca7on  (cen7meters  to  50  meters)  

GEOFENCING  •  Outdoors  •  Macro-­‐loca7on  (50  meters  +)  

Gimbal,  Inc.   8  

Understand  &  Engage  Customers  

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Online   Offline  

Gimbal,  Inc.   9  

%  

Source:  US  Department  of  Commerce  

of  U.S.  retail  sales  s7ll  occur  in  offline  

channels  

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Gimbal,  Inc.  

Iden7fying  Blind  Spots  in  the  Path-­‐to-­‐Purchase    

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ONLINE  

OFFLINE  

AWARENESS   CONSIDERATION   DECISION   RETENTION  

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Loca7on  Intelligence  and  Mobile  Engagement  Op1mize  the  Consumer  Experience  

Gimbal,  Inc.  Confiden2al  Informa2on 12

Gym5:42 PM

Coffee Shop2:25 PM

HOME8:15 PM

PATHANALYSISInsights and Attribution

REMOVE…

PROXIMITY

     GEOFENCE

OOH Bus Stop Ad7:22 PM

Dwell 0:24

Apparel Store atShopping Mall12:51 PMDwell 0:27

Apparel Store atShopping Mall1:12 PMDwell 0:27

Apparel Store atShopping Mall12:59 PMDwell 0:27

Dinner @ QSR7:45PM

Dwell 0:25

Context  Creates  Superior  Mobile  Experiences  

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Providing  Value  Across  the  Ecosystem  

SPORTS  &  ENTERTAINMENT  

RETAILERS   AGENCIES  ADVERTISERS  

PUBLISHERS   OUT-­‐OF-­‐HOME  NETWORKS  

•  Make  smart  devices  part  of  the  experience  instead  of  a  distrac7on  

•  Personalize  the  mobile  experience  for  fans  at  stadiums,  arenas,  concerts,  events  and  performances  

•  Engage  shoppers  •  Improve  customer  service  

•  Advance  omni-­‐channel  strategy  

•  Increase  sales  •  Op7mize  opera7ons  

•  Provide  a`ribu7on  

•  Improve  digital  ad  relevance  and  CPM  value  with  loca7on  and  proximity  

•   Increase  engagement  

•  Be`er  understand  mobile  audiences  and  a`ribu7on  

•  Mone7ze  through  partnerships  with  relevant  adver7sers  and  beacon-­‐enabled  loca7ons  

•  Serve  personalized  adver7sements  based  on  loca7on  and  proximity  

•  Bridge  physical  assets  with  digital  engagements  

•  Extract  inherent  value  of  specific  loca7ons  

•  Target  mobile  audiences  in  real  7me  

•  Measure  foot  traffic  

Gimbal,  Inc.  

Major  Enterprise  Rollouts  

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Apple  Retail  stores   2014  Super  Bowl  

2015  Super  Bown  

Cleveland  Cavaliers   GameStop   Dick’s  

Spor7ng  Goods  

Gimbal,  Inc.  

Real  World  A`ribu7on  

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Providing  Loca1on-­‐Specific  AXribu1on  

 Programs  connec7ng  OOH  ads  with  a  mobile  campaign  had  21%  open  rate  with  a  12%  conversion  rate  (visi7ng  a  store)  

*  Typical  mobile  campaign  conversion  rate  1%  or  less.  Source:  Monatate,  Q1  2014  

12x  

Up  to  

Gimbal,  Inc.  

Retailers  

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Enhancing  In-­‐store  Experiences  •  Highligh7ng  deals  or  new  products  at  the  

shelf-­‐level  with  a  unique  in-­‐app  experience    

•  In  depth  product  marke7ng  with  “pull”  or  “push”  messaging  

30%  Average  geo-­‐targeted  

mobile  message  open  rate    

Gimbal,  Inc.  

Publishers  

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Personalizing  Offers  and  Promo1ons  •  A  leading  CPG  brand  partnered  with  Gimbal  and  RetailMeNot  to  create  an  exclusive  promo7on  

•  Encouraged  users  to  visit  CPG’s  branded  area  54%  Click-­‐thru  rate    

Gimbal,  Inc.  

Leverage  Your  Audience,  and  Others!  

Your  Mobile  App  

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3rd  Party  Mobile  Apps  

Goals/Benefits:  •  Significantly  expanded  reach    •  Ability  to  target  audiences  based  on  implied  relevance    

•  Target  new  customers    

Reach  Those  on  Your  App,  and  Beyond  

   

Goals/Benefits:  •  Engage  users  when  contextually  relevant  experiences  

•  Be`er  understand  your  mobile  users  

Gimbal,  Inc.  

Crawl.  Walk.  Run.  

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Gimbal,  Inc.   20  

Steps  to  Integra7on:  

FULL  DEPLOYMENT  

•  SHOW  YOUR  MOBILE  MASTERY  

•  Expand  your  roll-­‐out  and  begin  perfec7ng  your  physical  sites  holis7cally    

SELECTIVE  ROLL-­‐OUT  

•  PERFECT  YOUR  METHODS  •  Begin  experimen7ng  with  the  Gimbal  solu7on  and  learn  what  campaigns  drive  engagement  in  a  handful  of  loca7ons  

•  GET  STARTED  •  Integrate  the  Gimbal  SDKs  for  Android  and  iOS  

INTEGRATE  SDKs  

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Gimbal,  Inc.  Gimbal,  Inc.  

Let’s  Keep  the    Conversa7on  Going…    Keri  Danielski,  VP  of  Marke1ng  

keri@gimbal.com  @Gimbal  @keridanielski  Facebook.com/Gimbalinc  Linkedin.com/company/gimbal-­‐inc  

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Gimbal,  Inc.  

SEE  YOU  AT  THE  NEXT  #SMX!  

THANK  YOU!