The Download: Three Takeaways from Mobile World Congress

MWCPICThe booth has been disassembled, the business cards have been exchanged, and the flights back to various home cities (including London, Buenos Aires and of course, San Mateo) have all been booked. As we look back at the Opera Mediaworks experience at the bustling, buzzing Mobile World Congress this year, three major themes come to mind:

  1. Beyond the Smartphone: Connecting Everything to Everything Else

It makes sense that a conference dedicated to all things mobile would focus heavily on connectivity – including the technologies that actually enable us to talk, text and FaceTime each other. But at Mobile World Congress this year, connected devices like smart cars, smart watches, and even smart homes took center stage.Fitbit MWC 2015

There was almost an entire expo hall dedicated to device connectivity beyond the smartphone, with exhibitors like FitBit, AT&T Digital Life, and Xensr showing off how connectivity can help consumers stay active, stay safe and stay productive.

Of course, as processors, batteries and transmitters all get smaller and more powerful, the idea of connecting everything from a coffee cup to a bike becomes less far-fetched. The question on our minds though, is how do all these connected devices change the landscape for mobile advertising?

2. Globalization + Localization = Long-Term Success

Mobile advertising is a global game – but there are times when the conversation feels very U.S.-centric – at least here in the States. That’s not the case at Mobile World Congress – and not just because the conference takes place in Barcelona.

Globalization was a core theme, with demonstrations and installations in multiple languages, as well as a focus on localizing both content and commerce for countries like Indonesia, India and Brazil.Innovation City MWC 2015

Although the U.S. drives much of the demand for slick, innovative mobile ad campaigns, marketers, carriers and device manufacturers all realize that some of the strongest growth will come from outside of North America for the next few years. The companies that help facilitate content localization, payments in multiple currencies, and even low-cost, reliable access to the internet, will be the ones that enjoy long-term success.

  1. Own the Data – Own the Customer Relationship

Just a few years ago, content and advertising companies needed deep, favorable relationships with mobile carriers if they wanted access to their subscribers. But the proliferation of devices, apps, and the two dominant operating systems – Android and iOS – has made it far easier to connect with mobile users directly.

Even platforms like Facebook have their own stream of mobile user data, leading some to say that the carriers have been so disconnected from the customer relationship, that they may not ever enjoy the control over the market they once had.

That means the next land-grab in terms of mobile marketing and advertising will likely be over the data (and thus, the direct relationship) with the end user. Perhaps we’ll even see the carriers try to jump back in the game, given that they make all the interactions with apps and ads possible.

 

More photos from MWC:ATT Drive MWC 2015 Entrance Innovation MWC 2015 MWC 2015 Entrance Oculus Rift MWC 2015

 

From NFC and Beacons, to Apps and Apple Pay: Where is Mobile Marketing Headed Next?

mahi-panel2Where’s mobile marketing headed next?

It’s a tough question to answer – given that mobile as discipline crosses devices, platforms, content types and even countries – but our CEO Mahi de Silva offered some glimpses into the future during his panel on Mobile World Live, the official broadcast of Mobile World Congress.

Joined by Arlie Sisson, Associate Director of mobile product strategy at Starwood Hotels & Resorts, and Michael Collins, CEO of Adelphic Mobile, Mahi and the other panelists shed light on what marketers have to look forward to when it comes to using mobile over the next few years and months.

  • Location, Location, Location

It’s been discussed for years, but it seems like the infrastructure is finally in place – NFC, Bluetooth, beacons, etc. – and widespread enough, to fully leverage location-based features.

For companies like Starwood, Arlie said that means learning to use mobile location features for both utility and marketing purposes:

“We’re elated to offer Bluetooth keyless check-ins and let people open their doors with a phone,” she said. “But it changes the relationship, since there’s no face-to-face check-in process. That means we have to have content, and be able to market through the phone when they’re on the property.”

  • More Apps and Less SMS (At Least in the US)

For brands, the future of mobile marketing looks more and more like an app. Michael said that Adelphic was seeing a definite shift away from SMS as a marketing tool:

“There’s still some SMS activity, but brands are far more interested in the depth of relationship [with the customer] that comes from an app … Apps are taking over.”

That deeper relationship also leads to greater control over the kind of experience a marketer can craft, according to Mahi:

“We know that consumer engagement through an app is much stronger than on a browser, but apps also let [marketers] do things tied very closely to the device OS,” he said. “That’s where in-app marketing gets interesting, because you can integrate with features like the GPS chip or Apple Pay, or deep linking from one app into another.”

Still, Arlie added that the shift away from SMS to apps was somewhat region-specific:

“We have 1200 properties around the world, so while the EU and US are dominated by apps, SMS is still very powerful in APAC.”

  • Tapping the Power of Payments

Ultimately, mobile marketing is marketing – and although marketing campaigns may focus on engagement, loyalty, or brand building – the underlying goal is to drive the sale. And that’s why the promise of making phone-based transactions and payments as seamless as possible was so exciting to the panelists.

Mahi noted that mobile payments offer a blend of convenience and trust that may be hard for consumers to resist:

“Apple Pay takes the value proposition that providers like PayPal have had on the desktop and brings it to mobile,” he said. “It’s starting with in-store purchases and physical goods, but we’ll see it transfer to virtual goods and other items that people can order and get shipped.”

We’ll link to the full video of Mahi’s panel as soon as it’s available. In the meantime, you can find coverage of the highlights from Mobile World Congress 2015 here.

Come see us at Mobile World Congress!

mwcThe biggest mobile conference in the world will be underway in Barcelona, Spain from March 2 - 5, and Opera Mediaworks will be there. Come visit us at our booth located at App Planet Hall 8.1 Booth B20 at Mobile World Congress. Watch out for the big “O” on top to locate us easily at App Planet!

We will be represented by our teams from around the world who will be showcasing our world-class products and services such as AdMarvel, AdColony Instant-Play™ HD video , OMAX (Opera Mediaworks Ad Exchange), Opera Audience Network (OAN) and others.

We’re excited this year to be one of the finalists for the Global Mobile Awards at Mobile World Congress in the Best Mobile Advertising and Marketing category for The Flash campaign. We will be attending the Global Mobile Awards ceremony on Tuesday, March 3.

Opera Mediaworks CEO Mahi de Silva will also be talking on Global Mobile Live TV on Tuesday, March 3 at 1:30 pm local time – he will be talking with representatives from Starwood Hotels & Resorts and Adelphic Mobile on “Mobile’s role in Direct Marketing.” Keep an eye out for him on the big screens at the show.

In addition, Opera Mediaworks will be having a presence at the Mobile Media Summit at MWC this year on March 4. Mark Slade, Managing Director EMEA for Opera Mediaworks will be moderating a panel “Mobile in the C-Suite: What do CEOs want?” alongside representatives from Tata Communications, McCann London, M&C Saatchi Mobile and AMV BBDO.

Hope to see you there!

Africa’s mobile revolution is happening faster than you think

Screen Shot 2015-02-23 at 11.30.07 AMThe mobile landscape in Africa is changing faster and more furiously than anyone imagined. Mobile internet users are dominating the market, according to Opera’s recently released State of Mobile Advertising report, and as the pace of mobile innovation and efficiency across the continent continues to accelerate, It’s clear that the last blue ocean of consumer demand for technology poses big opportunities for mobile operators and advertisers.

The report indicates that across the continent, roughly 57.8% of Africans are accessing the internet from their mobile devices. In some countries, such as Kenya, 99% of internet users gain access using a mobile device.

The preference of mobile devices for online activities over other mediums such as laptops or desktop computers should come as no big surprise, given the weak or non-existent landline infrastructure in many parts of Africa. In fact, in a number of regions, there never was a landline infrastructure to begin with. Mobile enabled anyone with a phone to access the internet.

While Africans are still more likely to use a non-smartphone than the global audience, the report indicates that smartphones, specifically Android devices, are a growing part of the mobile landscape. And Android users interact with the mobile web at twice the rate of feature phone users, and as they get into the hands of more of the African population, mobile internet use is bound to increase. Case in point — in the submarkets of Middle, Northern and Southern Africa, the average number of page views and data consumed exceed the average.

The rapidly growing penetration of smartphones and the increased ease and use of the internet is also changing the way that Africans communicate and engage, and in turn, opening up new opportunities for advertisers. Taking a closer look at mobile users in Nigeria and South Africa, the data shows that social networking is the most popular activity, with high levels of consumption in that category. South African users consumed many more pages, however, which means there is significantly more inventory on social networking sites and apps for advertisers to consider.

App use is also something for advertisers take note of. While only about 5% of internet traffic in Africa comes from games and other apps, the report suggests this market will grow substantially as more users adopt smart devices. And the fact that app traffic tends to monetize better than web traffic still applies, meaning big opportunities in African markets.Given the prevalence of the mobile device in Africa, it makes sense for mobile operators to cater to the users and make it easy for them to access web content. Enter the “web pass.” These short term passes, which can be sponsored by brands or mobile operators, allow users who do not want to make a full commitment to hop on the internet for limited amounts of time. Web passes not only help operators bring new internet users online, but present a way for sites to attract users, or for brands to offer valuable incentives to engage customers.

Mobile may even have the power to revolutionize critical sectors in Africa, such as healthcare. African countries with the most doctors per capita account for 90% of impressions to health sites, while countries with the fewest doctors per capital consume less than 1% of health-focused site impressions. These numbers reflect the healthcare “gap” and reveal large untapped audience for healthcare related sites and apps. Building such sites could be a shrewd move, providing African users affordable access to critical information, reducing the need for travel and perhaps even reducing the pressure on doctors.

See highlights from Africa: The State of Mobile Advertising in our press release, or read the full report here.

Opera Mediaworks delivers record revenue and profits, exceeds $100M in quarterly revenue

Today Opera Mediaworks’ parent company, Opera Software, announced financial results for Q4 2014. Opera Mediaworks delivered yet another record quarter, surpassing $100 million in quarterly revenues in Q4 2014.

 

Here are some highlights from the financial results, broken down for the Opera Mediaworks business.

 

  • Revenues of $103.2 million in Q4 2014, up 139% versus Q4 2013
  • Overall Opera Mediaworks 2014 revenues of $272.8 million
  • Total mobile advertising impressions managed (including Opera Owned and Operated properties) was 190.8 billion in Q4 2014, up 6% compared to Q4 2013.

Overall, Opera Software reported revenue of $154.4 million, up 72% versus Q4 2013 and Adjusted EBITDA* of $34.4 million, up 43% versus Q4 2013. In Q2 2014, Opera Mediaworks’s revenues surpassed the 50% mark of overall Opera Software revenues. In Q4 2014, the Opera Mediaworks subsidiary now comprises two-thirds of overall Opera Software revenues.

4Q14_Presentation

 

 Mobile video and performance advertising fuel growth

 

The strong results from Q4 were driven by increased revenue from premium and performance advertisers and “app install”- driven spend from primarily the mobile gaming sector. In Q4, Opera Mediaworks brand business ran campaigns with 49 of the top 50 global advertisers including Samsung, Wells Fargo, Toyota and Pepsi.

 

Based on the latest financial results, Opera Mediaworks business is becoming more balanced, more so leaning toward brand advertising versus performance advertising in its strongest market – the United States. A majority of that growth in revenues comes from the mobile video medium, which is the fastest growing ad format on mobile, and has 5X the brand recall compared to other formats. Today, more than 50% of Opera Mediaworks’ revenues come from the mobile video, compared to less than 20% a year ago.

 

With the acquisition of premium mobile video ad platform AdColony in Q3 2014 and its full addition this quarter to revenues, Opera Mediaworks is now particularly strong in mobile video advertising. AdColony clearly complements Opera’s traditional strength in rich media advertising and greatly strengthens Opera’s position in the high growth user acquisition/app install segment of the mobile advertising market.

 

AdColony has a strong record of driving high fill-rates and premium eCPMs to publishers all over the globe. All in all, a record quarter for Opera Mediaworks in terms of videos viewed by our audience too.

 

International expansion

 

In Q4 2014, Opera Mediaworks committed itself to expanding rapidly in markets outside its core regions such as the United States and Europe. In December, Opera Mediaworks announced the acquisition of AdVine, South Africa’s leading premier mobile advertising network, to better service advertisers in Africa, frequently known as the “mobile continent.”

 

The company also launched a team in Asia Pacific in Q4 (announced more recently) to meet the growing needs of brands, agencies and publishers in the region. In our most recent State of Mobile Advertising report for Q4 2014, we reported that Asia has overtaken Europe in terms of overall mobile ad impressions by a big margin – making 26% of global mobile ad impressions share.

 

“Once again, Opera Mediaworks has delivered a record quarter on all fronts — campaigns, impressions under management, video views and installs,” said Mahi de Silva, CEO, Opera Mediaworks. “The company is on track to achieve key strategy milestones in order to deliver a highly-differentiated experience and results to our customers — advertisers and publishers globally — with the launch of several products and services in the past few months.

 

Record sales of smartphones globally in Q4 2014 is fueling a strong start to Q1 for our business. We see brand and performance advertisers go after the multiplying consumer eyeballs as a result of more smartphones flooding the market worldwide.”

 

You can read more about Opera’s Q4 2014 results here.

4 WAYS TO BATTLE RISING USER ACQUISITION COSTS

Even in the past year, the mobile app landscape has changed: It’s vast, complex, and it’s not the most welcoming environment for the new kid on the block. Based on numbers alone, the chances of a new app surviving amidst a sea of more than 2.5 million others are pretty slim.

But the competition isn’t the only challenge facing app developers. In fact, it’s just one facet of the enigma that every single app developer in the market seeks to solve — how to attract and retain a user.

There are plenty of success stories early on of app developers and publishers recruiting users and turning them into loyal customers using traditional methods — but that was before the mobile app ecosystem got so crowded. Now, mobile consumers are harder to obtain and are much harder to retain. Even if a user downloads your app, eventually he or she will stop using or reduce his or her frequency of use.post_2_img_1 (1)

The cost of acquiring mobile app users is also going up. According to mobile-marketing firm Fiksu, the cost rose 34% from a year ago. The cost-per-loyal-user index, which measures the price of acquiring a user who opens an app at least three times, has hit an all-time high. And for the smaller fish out there, that can mean an automatic app fail.

Apps also face the “discovery dilemma,” which largely has to do with the inability of app store search engines to expose users to the wide breadth of available apps. Since a user cannot download an app he or she doesn’t even know exists in the first place, the vast majority will stay in the dark. Techcrunch recently noted that only “5% of apps accounted for 92% of all downloads in 2013.”

This leaves app developers in a pretty precarious position. Forced to pursue a pay-to-play strategy aimed at bolstering user acquisition through spending to find some sort of visibility, app developers are increasingly burning through their funds, or VC’s funds, well before an accurate understanding about user acquisition metrics can be formed.

“Building a fantastic app requires substantial investment in development, testing and iteration — and it’s never a sure bet,” says Harry Briggs, a principal at Balderton Capital. “But once you produce a hit, you want to deploy your revenues back into growth as rapidly as possible, to sustain the virtuous cycle of App Store rankings.”

But reader beware, Briggs also advises startups to deploy marketing investment only once they know they have a hit on their hands.

So what is an app developer to do? The market for apps has expanded rapidly over the last two years and the rate paid to media properties for a user installing an advertised application (CPI) has for the most part remained relatively stable. In a nutshell, the demand for advertising exceeds the supply, by a lot. And on top of this, the number of impressions required to win a new user is actually increasing, thus reducing the effective revenue per impression (eCPM).post_2_img_2

But there is a way to increase mobile app downloads, even taking the aforementioned observations into account. In the Q4 State of Mobile Advertising report we released this week, given the trends seen in the data, we outline four potential keys to success:

  1. First impressions are everything. Performance campaigns can generate substantially higher rates of installations, and therefore eCPM, when the impression is observed early in the user session. High session depth traffic can still generate clicks for brand campaigns, but they generally do not achieve user acquisition (conversion).

  2. Choose your ad platforms wisely. Impression depth is pivotal, which means that the choice of ad platform is just as important. To achieve early impressions, the network must have direct connections to the media property where the user acquisition campaign will appear. And even more, that network’s reach must include the audience appropriate for the target market of the application. in short, direct connections plus robust and the appropriate audience mean success.

  3. Determine how willing you are to go with a higher CPI. If an advertiser provides a high CPI while simultaneously delivering a high conversion rate, that advertiser’s campaigns will take priority over other campaigns. On the other hand, performance advertisers with lower conversion rates must increase their CPI to compete effectively for inventory. This means that in a market where brand advertisers are now competitive with performance eCPM rates, developers seeking new users by using performance campaigns must also compete with brands. And if unwilling or unable to provide the higher CPI, the developer is left to compete for less desirable inventory.

Diversify your monetization scheme. This can include in-application purchases, but also must address different advertising models and how much those models will pay for the available inventory. Without a solid understanding of audience characteristics and behaviors, the value of any app or site’s inventory is reduced.

REPORT: TRENDS AND BENDS IN MOBILE ADVERTISING

Data from the last quarter of 2014 showed us that the most popular guy isn’t always the richest, that sometimes it is all about fun and games, and that the players are always changing.

Throughout 2014, we saw a big change in which device operating system captured the most ad traffic and which earned the most revenue. According to our Q4 Opera Mediaworks State of Mobile Advertising report released today, it was Android that nabbed the majority (62.7%) of mobile ad traffic in Q4, with more than 6 in 10 ad impressions served on mobile devices using the Google OS.

This number marks a significant change from 2013, when Android captured 37.7%, falling short of iOS’s 43.4%. But fortunately for Apple, Android’s success doesn’t come at their expense. Instead, Android is eating up the shares formerly taken by BlackBerry and other older generation feature phones.

In Q3, we saw that Android began closing the gap in revenue generated, rising to nearly 42% of total revenue compared to iOS’s 51.2%. Still, Q4 proved to be a good quarter for Apple, which retained a solid lead for revenue generation and monetization with a 51.7% share compared to Android’s 41.2%.

Apple’s firm grip on revenue generation has been driven to a large extent by its favorable market position in Western markets, such as the United States, Germany and the United Kingdom. The iPad bring Apple some good news as the device continues to demonstrate impressive monetization capabilities, accounting for nearly 13% of revenue with a mere 5% of impressions.post_1_img_1

So just which mobile applications and sites are drawing the traffic and revenue? No major surprises; all three of the usual suspects — Social Networking; Music, Video & Media; Games — were all present and accounted for. But when it came to the race within the race, things are actually a bit more interesting. In 2013, the Games category represented just 5% of impressions, but in 2014, it jumped to nearly 14% in Q4. And its revenue numbers were even more impressive, as the category grew from just 3% last year to 21.4% of revenue in Q4 of 2014.post_1_img_2

The type of sites and apps inhabiting the mobile ecosystem are changing, but the report also shows how the ecosystem itself is transforming. Just several years ago, the United States was overwhelmingly the largest market as measured by impression volume and revenue generation. But recently there has been a shift in market patterns, as other global markets are beginning to capture more market share.

While the U.S. still dominates the global mobile ad economy, with nearly 44% share of impressions, Asia Pacific came in hot at 26.1% in Q4. And by the end of 2014, the non-U.S. Americas  also emerged as a respectable mobile advertising market, with a 9.8% share of impressions. Even Africa, which had only a mere 1% share at the end of 2013, witnessed a tremendous growth, finding its way to 4.8%.

The changes underscore the trend towards true “globalization” of mobile advertising, opening up an entirely new breadth of possibilities for both traffic and revenue generation.

 

Native Video Fund launches, fostering creative excellence in mobile

Opera Mediaworks_Native Video Fund_Image_FINAL

What is the most important element of a successful mobile marketing campaign?

Is it the creative? Is it the technology that powers the campaign? Or is it the environment — where the consumer is and the state of mind that they’re in — that matters most?

We think that the sweet spot is at the center of all three.

Winning with mobile means using proprietary technology to deliver innovative creative, in the most premium environment possible. We are dedicated to helping our partners — and, on a higher level, the entire industry — find that sweet spot. This is why we have decided to introduce the Opera Mediaworks Native Video Fund, a project that will showcase some of the best examples of breakthrough mobile ad experiences you can see today.

The Native Video Fund* is a multi-million dollar effort to support development in one of the fastest-growing areas of mobile advertising: native video. We’ve partnered with major brands and publishers like Lenovo, SPIKE TV and General Motors — giving them up to $100,000 each — so that they can create next-generation mobile video campaigns.

Our goal is to foster the creation of ad experiences that engage and maybe even delight consumers and to elevate the conversation around creativity and innovation in mobile. This is just the start; we plan on continuing this conversation throughout the rest of 2015.

You can find out more about the campaigns, the participating brands and the ideology behind the fund over on the AdColony blog, and in this exclusive profile of the fund as featured in Ad Age today. For the nuts and bolts of the announcement, please see the press release.

*The Native Video Fund is one of the first major video-focused initiatives stemming from Opera’s acquisition of AdColony in July 2014. AdColony’s proprietary Instant-Play™ HD video technology is fully integrated into Opera Mediaworks’ core mobile advertising platform, and together the combined companies are actively implementing AdColony-powered video products across their shared portfolio of advertiser and publisher offerings.

 

Opera Mediaworks at Mobile Media Summit in San Francisco

IMG_3975Opera Mediaworks was at Mobile Media Summit in San Francisco on January 26 with Sky Holden, SVP, National Brand Sales moderating the opening panel which included representatives from Omnicom Media Group, McCann, UM, and Relativity Media.

The panel, “Getting C-Level Love,” focused on the question of what CMOs want and how to get their attention in mobile marketing.

This third annual event, with the theme “Apps and Ads” was a great environment to hear top brands and agencies discuss how they are using, expanding, distributing and producing apps in this hot mobile media landscape.

Check out our pictures from the event, and look for us at Mobile World Congress in Barcelona March 2-5!

IMG_3979IMG_3976B8Tynb_CcAAeCXu.jpg-large[1]

How to buy smarter with beacon-powered targeting

By Andrew Dubatowka – Director, Innovation & Product Strategy

For advertisers who are past the “fascination” phase and are interested to know what it takes to successfully execute a beacon-fueled campaign, here is the process, boiled down to 7 steps.

  1. Identify all places of interest (POIs) and map them to the customer journey

If you were simply interested in triggering messaging when a customer enters a relevant POI, then you would just define those POIs and the associated messaging. But it is important to understand how that behavior relates to the overall customer journey. For example, an obvious step would be to place a beacon in the front of your store to trigger a message about a current sale. But, putting beacons at the center of the store to identify users who are browsers and a beacon at the registerto identify users who are buyers is more important and far more insightful.

2. Define audience segments and the rules tied to those POIs

Develop a list of your audiences, with specific attention placed on location. If you are looking to target consumers who are not yet customers, define that audienceas people who have never visited your brick-and-mortar locations. If you are looking to target loyalists, that could be people who have been to your location at least once per month, or maybe once per week. Focus your audience rules on the POIs people hit, how often they hit them and when. Be creative and meticulous; this is a key step for driving success down the road.

MME_Banner_V43. Choose a platform and deploy beacons

This step is the most straightforward, but it may require the most effort. First, you need to employ a beacon technology platform that will provide the beacon hardware and software, as well as important services like data crunching and consulting. I recommend the partners in our newly launched Strategic Beacon Alliance as they are already set up to deliver against these paid media use cases. From there, you will install beacons across all POIs. I recommend focusing on one crucial DMA as a test market. After you get in the groove and feel more confident, roll out more beacons, and eventually deploy across all your locations.

4. Collect the data via native mobile app

A native mobile app is integral to all types of beacon marketing. An app is the vessel that allows brands to trigger messages, and, perhaps more importantly, collect beacon data to feed user insights. If your brand has an app with an active user base, you simply need to work with your beacon platform partner to install their software in your app and watch the messages and data flow.

For the brands out there without an app or with a small user base, things get a bit complex, as you ultimately need a high-penetration app to collect beacon data at scale. Fortunately, there are budding solutions in the market to help. Some partners are looking into passive beacon data collection via 3rd-party apps. If you don’t have a solid app to shoulder the data collection, make sure to make that a key point to discuss upfront. Also, if you aren’t working with a partner in our alliance (proceed with caution!), be sure to discuss appending all beacon data to the native advertising IDs (IDFAs & AAIDs).

Additionally, make sure to add language to your privacy policy about the collection of users’ location data via beacons. It also may be advantageous to add a short tutorial to your app to explain to users why you want to know their location and how that will benefit them. Also, give them a view into how to opt-out or disallow the use of their location data. Privacy is important, and you need to help educate your users.

5. Crunch the data and develop audience pools

Once the data is flowing, your platform partner should be able to do most of the heavy lifting in regards to making sense of the data. Those audience definitions that you developed will come in handy and will ultimately guide your beacon platform in bucketing all users into meaningful audience pools. Those audience pools can then be packaged up and ported over to Opera Mediaworks for mobile media targeting.

6. Deploy paid mobile media

Opera Mediaworks will take it from here. We take all of those audience pools and ingest them into our Audience Management Platform to inform audience segmentation and targeting of video, standard and/or rich media ads. Additional targeting, like dayparting, location targeting, content targeting, etc. can then be layered on.

7. Measurement & ROI analysis

After the media campaign is complete, we can reverse the data flow to send the exposed audience pools back to the beacon platform to analyze the post-campaign location patterns of those exposed users. Let’s say your campaign was focused on driving loyal customers to a weekend sale. In that case, we’d work with the beacon platform to measure how many of the exposed users actually visited the store during that weekend, or even measure how many of them purchased by counting the users who hit the beacon right at the register. We’d then compare that information to the patterns of users who were not exposed to the campaign to understand the lift in foot traffic and/or sales and the true ROI of the campaign.

Although it may seem a bit complex, beacon mobile marketing has already been proven to unlock strong results for many marketers, so the juice is definitely worth the squeeze. If your brand is sold or serviced at brick-and-mortar locations, beacon marketing should be a top priority for your marketing team.

Beacons are amazing, just like bacon is amazing. And that’s why they are only different by two letters.