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Location Based Advertising

Hidden Secrets of Beacon Data

This PDF contains the slides from the Hidden Secrets of Beacon Data webinar, co-hosted by Reveal Mobile and The Location Based Marketing Association. We share new uses for beacons and never-before-seen data about the audiences bumping into beacons across the US. Brands will see examples of the type of audience data generated by placing beacons within retail locations. Which locations are most visited, which other places do customers visit, what other demographics can we learn? What can beacons tell us about Walmart or Target shoppers? What impact do beacons have on increasing audience data, building retargeting audiences, or driving app downloads? App publishers will hear advertising use cases leveraging both beacon-derived and location-based audience segments.

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This 30 minute webinar appeals to anyone with a stake in the rapidly growing and evolving beacon ecosystem. Reveal Mobile partners with The Location Based Marketing Association (LBMA) and Swirl Networks to share new uses for beacons and never-before-seen data about the audiences bumping into beacons across the US.
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It's no secret that companies, brands, and retailers are deploying beacons by the tens of thousands. The majority of the use cases we read about focus on one primary use case for beacons: the push notification. Walk in to a store, have that store's app on your phone, the app detects the beacon, the app sends you a push notification based upon that beacon bump. This type of marketing, when done right, holds big potential for mobile marketing. We believe that there's even bigger potential to use beacons for two different reasons. Retargeting Attribution Because beacons work passively in the background, they enable companies to build bigger audiences. Using lat/long to place someone at a location typically requires that person to pen their phone at that location. Even then, the accuracy is pretty poor. There's a key point here: beacons build bigger audiences than lat/long. We analyzed visitors to the retail locations of the four major mobile carriers: Verizon, AT&T, Sprint, and T-Mobile. The result are pretty incredible. Verizon, which has beacons installed nationwide, builds audiences that were 200-300% larger than their peers. So what?

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Raleigh, NC - October 1, 2015. Reveal Mobile, the leading mobile audience data platform for media properties, announces a partnership with Sinclair Broadcast Group, Inc. (Sinclair) to be their mobile audience data provider. By including Reveal Mobile in their roster of news and weather apps, Sinclair bolsters their sales effort potential by providing advertisers with target audiences across a nationwide presence of apps.

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Reveal Mobile
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AdNear
Australian shoppers prefer visiting grocery stores and general retail outlets on Thursday evenings, according to big data company AdNear’s latest research on Australian shopper behaviour. Whilst grocery shopping seemed to be the great equalizer, with nearly the same number of men as women frequenting supermarkets, ladies were more likely to hit the retail stores. AdNear’s research was conducted between February and April this year among 300,000 mobile users in five cities – Sydney, Melbourne, Perth, Adelaide and Brisbane. The study tracked shopping habits of homemakers, professionals, the affluent and students based on their location data to form behaviour insights. Of the total sample size, Melbourne had most grocery shoppers at 43 per cent, followed closely by Sydney at 41 per cent, whilst most general retail shoppers were located in Sydney (52 per cent), followed by Melbourne (34 per cent). Shoppers in Adelaide, Brisbane and Perth made up less than 20 per cent each of the respective grocery and general retail shopping demographic, underscoring the markets’ relative size to the two bigger cities of Sydney and Melbourne.
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OTM partners with YOOSE To Provide Brands in Russia The Latest Of Hyper-Local Mobile Technology

In this report, we provide insight on the states of the LBS and Mobile Marketing/Advertising markets in the United States. We explore the evolution from subscription-based LBS towards free LBS and what is needed to make an ad-funded business model work. We discuss the benefits of bringing together the world of LBS and that of mobile marketing/advertising to create LBA. We further explain what the stakeholders in the market — consumers, advertisers, and the ―enabling companies (providers of LBS content, applications, and platforms) — stand to gain from LBA.

Finally, in the conclusion, we discuss what combination of technologies, business models, and strategies, need to align to unleash LBA’s market potential and why LBA is the path to creating more value in both the LBS and mobile advertising segments. We have also included the profiles and perspectives of several key market players that we interviewed in the first half of 2009, in an appendix.

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