audience engagement - proximity beacons in practice

why?
growth, targeting, in-store attribution, ad spend
who?
retail, sport venues, entertainment, others
how?
eddystone, physical web, scenarios, getting started

Transcript

1. audience engagement
   proximity beacons in practice
   

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2. why
   who
   how
   content
   

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3. why
   content
   

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4. growth
   targeting
   in-store attribution
   ad spend
   why?
   

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5. growth
   6 million beacons now
   400 million beacons by 2021
   11 million coupons now
   1,600 million coupons by 2020
   why?
   

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6. targeting
   target information to the most receptive audiences
   when they’re in the right place
   proximity
   context
   time
   why?
   

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7. in-store attribution
   understanding which recipient made a visit to a
   physical location as a result of seeing an
   information
   location sharing
   gps, wifi, proximity
   panel-based systems
   why?
   

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8. ad spend
   mobile ads overtake tv and desktop ad spend in
   2016
   UK
   mobile ads to reach 70% of all digital ad spend by
   2019
   US
   why?
   

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9. who
   content
   

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10. retail
    sport venues
    entertainment
    others
    who?
    

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11. retail
    regent street
    shopkick
    ikea
    alstertal einkaufszentrum
    who?
    

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12. sport venues
    49ers’ levi’s stadium
    yankee stadium
    orlando magic’s amway center
    kentucky derby
    who?
    

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13. entertainment
    multikino
    berlin zoo
    brooklyn museum
    who?
    

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14. others
    heineken
    mondelez
    ströer
    who?
    

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15. how
    content
    

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16. eddystone
    physical web
    scenarios
    getting started
    how?
    

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17. eddystone
    google 2015
    eid, tlm & url
    proximity beacon api
    beacon dashboard & app
    how?
    

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18. physical web
    eddystone url
    web url, app intent, app install
    chrome on android or iOS
    demo
    how?
    

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19. scenarios
    multiple purposes
    sharing & leasing
    beacon networks
    how?
    

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20. getting started
    beacons
    google account & api project
    beacon tools app
    beacon dashboard
    nearby api
    how?
    

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21. http://www.mediapost.com/publications/article/282189/
    http://www.mediapost.com/publications/article/275589/
    http://www.cmswire.com/customer-experience/retailers-brace-for-the-
    rise-of-bluetooth-beacons/
    http://www.geomarketing.com/geo-101-what-is-in-store-attribution
    http://www.marketingtechnews.net/news/2016/aug/17/beacons-
    better-display-advertising/
    https://www.luxurydaily.com/regent-street-shopping-app-yields-in-
    store-results-implications-for-high-streets-elsewhere/
    http://locationinsider.de/shopkick-testet-zusaetzliche-beacons-bei-
    karstadt-und-vergibt-punkte-fuer-kassenzettel-scans/
    http://www.horizont.at/home/news/detail/beacons-technologie-mit-
    lernpotenzial.html
    credits
    

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22. http://locationinsider.de/ece-future-labs-aktualisieren-beacons-
    hudsons-bay-investiert-in-digitales-target-erweitert-shopping-app/
    http://www.forbes.com/sites/moorinsights/2016/04/11/the-magic-of-
    bluetooth-beacons/#2ffea8cb3da4
    http://techcrunch.com/2016/04/29/kentucky-derby-attendees-can-
    now-order-food-place-bets-from-their-seats/
    http://www.geomarketing.com/how-the-orlando-magic-generated-1-
    million-in-ticket-sales-with-beacons
    https://www.sensorberg.com/die-polnische-kinokette-multikino-setzt-
    auf-sensorbergs-beacon-technologie/?lang=de
    https://www.iphone-ticker.de/gehege-infos-zoo-berlin-demonstriert-
    sinnvollen-beacon-einsatz-99642/
    https://www.brooklynmuseum.org/community/blogosphere/
    2015/02/04/the-realities-of-installing-ibeacon-to-scale/
    credits
    

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23. http://www.retaildetail.eu/en/news/food/heineken-experiments-
    beacons
    http://locationinsider.de/mondelez-real-und-payback-testen-beacons-
    entlang-der-lieferkette/
    http://www.sueddeutsche.de/wirtschaft/beacons-kleine-sender-
    grosse-plaene-1.2855778
    https://github.com/google/eddystone
    https://developers.googleblog.com/2016/07/io-session-location-and-
    proximity.html
    https://developers.google.com/beacons/overview
    https://developers.google.com/beacons/proximity/guides
    https://google.github.io/physical-web/
    credits
    

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24. https://developers.google.com/nearby/notifications/overview
    https://developers.google.com/nearby/messages/overview
    credits
    

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