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

© Proxama 2015

Beacon-powered Mobile Engagement

Beacon-Powered Mobile EngagementNeil Garner - Proxama Founder

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© Proxama 2015


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Proxama powers m-Commerce in the Physical World

© Proxama 2015


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Smartphones now enabled for Proximity Marketing

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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%

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© Proxama 2015


What are Beacons

and how can they be used?

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© 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

© 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

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© 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 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.

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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

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© 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

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© Proxama 2015


Eddystone forecast to

become the dominant

standard in BLE beacon

market by 2020

ABI Research August 2015

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“

”

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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


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


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

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© Proxama 2015


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


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


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


Thanks for listeningNeil Garner - Proxama Founder

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