The past, present and future of the proximity industry

Slides from LOCA Conference in Munich, Feb 3rd 2016.

Transcript

1. BACKING PROXIMITY The Past, Present and Future of the Proximity Industry Birte Steen, VP of Strategic Partnerships and Business Development birte.steen@unacast.com @birtesteen @unacast
2. “Unacast is one of the top 10 global companies in the 3,5$ billion retail analytics industry” “Unacast: The Prototype for the New Advertising Generation” Winner of “Best new Nordic company” BACKING PROXIMITY The #1 platform connecting customers’ physical behavior from beacons and other sensors to online marketing platforms Offices in Oslo, NYC, London and San Francisco PROX Retargeting network: 39+ partners 1M sensors connected to the network Proxbook directory: 258 members
3. BACKING PROXIMITY The Past meaning 2015
4. BACKING PROXIMITY Out of 5M sensors deployed by members of Proxbook, 4M are beacons Aligned with ABI Research’s forecast of 400M beacons deployed by 2020 The average number of beacons deployed per PSP has increased by 28% to 20K Source: Proxbook Q4 Report www.proxbook.com
5. BACKING PROXIMITY Proximity Technologies 94% 51% 26% 18% 18% Beacon based services GPS/ Geofencing Wifi based services NFC based services Audio based services Source: Proxbook Q4 Report www.proxbook.com
6. BACKING PROXIMITY 93% of PSPs support iBeacon (Q2: 96% à Q3: 96%) 38% of PSPs support Eddystone (Q2: 5% à Q3: 25%) Source: Proxbook Q4 Report www.proxbook.com
7. BACKING PROXIMITY The World is Being Sensored Up! Source: Proxbook Q4 Report www.proxbook.com
8. BACKING PROXIMITY PSPs are Increasingly Data Driven Source: Proxbook Q4 Report www.proxbook.com Mobile communication Online retargeting (9%) 75% 15% 75% Analytics (60%)
9. BACKING PROXIMITY #1 ELLE Magazine drove half a million visitors 3# Beacons in 500 buses and 4000 taxies #2 Pizza Hut adds beacons to 1471 restaurants Source: Proxbook Q4 Report www.proxbook.com
10. BACKING PROXIMITY The Present
11. BACKING PROXIMITY Leveraging Proximity Data Mobile communication Online retargeting (9%) 75% 15% 75% Analytics (60%) Source: Proxbook Q4 Report www.proxbook.com
12. Push notifications: In-store experience and increased basket size The traditional approach Added opportunities with PROX Retargeting: Leverage proximity data, get customers back to store BACKING PROXIMITY
13. WHAT Unacast and cinema chain CAPA teamed up to offer proximity communication through Unacast PROX Network when visiting the cinema, and to retarget the same individuals later in online media. WHERE SF Lillestrøm cinema in Norway, and the ambition is roll out in all SF cinemas in 2015 (110 cinemas in the Nordics). WHEN May and June 2015. Gareth Williams, CAPA
14. Unacast is the backend of proximity, powering the world’s largest proximity network to enable scalable use of proximity data for retargeting Coca Cola is one of the world’s most valuable brands and digital advertising pioneers. Coca Cola reported spending $3.3 billion on advertising globally in 2013 CAPA Cinema Commercials is one of the largest commercial cinema chain operators in the Nordics, with about 50% of the cinema market in Norway alone Schibsted Media Group has 6800 employees in 30 countries. Schibsted’s focus is on on Classifieds, Growth and Media. VG is the biggest media in Norway PROXIMITY TECH BRAND/ADVERTISER LOCATION MEDIA AND APP BACKING PROXIMITY
15. Beacons installed at cinema enables precise communication based on proximity The VG app from Schibsted on desired distance offers voucher for free coke The cinema-goer can pick up a free coke at the counter, where voucher is registered Later at home proximity data enables 1:1 retargeting to the ones that visited the cinema The VG app from Schibsted displays ad to welcome back to visit with offer of voucher fro free cinema ticket The returning cinema-goer can pick up a free cinema ticket at the counter, where voucher is registered The user details
 are stored anonymously 1 2 3 4 5 6 TARGETING RETARGETING
16. Beacons installed at cinema enables precise communication based on proximity The VG app from Schibsted on desired distance offers voucher for free coke Later at home proximity data enables 1:1 retargeting to the ones that visited the cinema The VG app from Schibsted displays ad to welcome back to visit with offer of voucher fro free cinema ticket 1 2 3 4 5 6 50% redeemed offer 60% clicked on ad The cinema-goer can pick up a free coke at the counter, where voucher is registered The returning cinema-goer can pick up a free cinema ticket at the counter, where voucher is registered TARGETING RETARGETING 25% returned to cinema The average CTR is 0,18% on online ads in VG 24% clicked on offer
17. PROXIMITY COMMUNICATION AT THE CINEMA :COLLECT FREE COKE TO GO WITH MOVIE
18. RETARGETING AT HOME :GO BACK TO CINEMA FOR FREE CINEMA TICKET FROM COKE
19. BACKING PROXIMITY Digital (Mobile) In- Store Communication In-Store Analytics Substantial Higher Effect on Digital Advertising Measurable Return-to-Store Metrics 2. 1. 3. 4.
20. BACKING PROXIMITY Start Seeing Your Customers as Both Physical and Digital at the Same Time (True Omnichannel) 5.
21. BACKING PROXIMITY The Future meaning 2016
22. BACKING PROXIMITY 7 Proximity Trends 1. Proximity liberated from the app 2. Proximity as a platform 3. Increased fragmentation 4. Focus on quality of proximity data 5. Proximity retargeting as the main goal 6. Increase in proximity use case variety 7. Proximity security as a demand
23. BACKING PROXIMITY Download the Q4 Proxbook Report at Proxbook.com NEW! Download now
24. BACKING PROXIMITY Join Us in Creating the Future of the Proximity Industry Birte Steen, VP of Strategic Partnerships and Business Development birte.steen@unacast.com @birtesteen @unacast