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Beacon-Powered Mobile App Engagement for App Owners and Brands

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In a world where marketers need to be increasingly sophisticated with how they engage with consumers, Proxama showcase how mobile engagement via beacons, facilitates contextual messaging and advertising, based on consumers’ physical location and dwell time. Presented in conjunction with Mapway, the world’s number 1 publisher of mobile transport apps, find out from case study data on how brands can increase active user base via utility driven beacon engagement, as well receive a better ROI by delivering a richer mobile advertising experience.

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Beacon-Powered Mobile App Engagement for App Owners and Brands

  1. 1. © Proxama 2016 Beacon-Powered Mobile App Engagement Beacon-Powered Mobile App Engagement Jon Worley, CEO of Proximity Marketing Proxama David Weetman, Commercial Director Mapway
  2. 2. © Proxama 2016 Beacon-Powered Mobile App Engagement The leading mobile proximity commerce company Proxama specialise in transport based mobile proximity services, using Bluetooth beacon-led technology, to deliver the most accurate and reliable mobile location and behavioural data for digital advertisers and agencies. Proxama’s award-winning mobile technology platform, TapPoint®, enables brands to connect physical and digital assets via mobile to increase consumer engagement, retail sales and loyalty, across transport networks and high footfall destinations such as shopping malls, stadiums, city centres and events. About Proxama 2
  3. 3. © Proxama 2016 Beacon-Powered Mobile App Engagement 3  Part of mxData, established in 2004  Plan. Route. Relax.  23 cities + 2 nationwide apps  Transport systems including Subway, Bus and Train  Map centric design, offline capability About Mapway
  4. 4. © Proxama 2016 Beacon-Powered Mobile App Engagement 4  Mobile devices account for over 50% of time spent online in the UK Global Web Index  One in six UK adults who own a smartphone look at their phone more than 50 times a day Deloitte  Smartphone penetration rose by 10% (2013 – 2014) for those aged 55 and above Deloitte  59% of smartphone users are prompted to use their device by ‘other media’ Internet Advertising Bureau A Nation of Smartphone Addicts
  5. 5. © Proxama 2016 Beacon-Powered Mobile App Engagement Mobile Engagement and The Internet of Things Statista Smartphone penetration in the UK by 2017 5 77% $100 Billion eMarketer Spend on Mobile Advertising forecast for 2016, accounting for 51% of the Digital Market 30 Billion ABI Research Devices will be wirelessly connected to the Internet of Things by 2020 £44 The Centre for Economics and Business Research The average London commuter spends £44 a week buying stuff during their daily commute 400 Million ABI Research BLE Beacon Shipments will be delivered by 2020 36% The Guardian of UK online sales are now completed on a smartphone or tablet
  6. 6. © Proxama 2016 Beacon-Powered Mobile App Engagement 6
  7. 7. © Proxama 2016 Beacon-Powered Mobile App Engagement 7  App Store Requirements  Growth of Active User Base  Revenue Generation  Advertising Insights Challenges for App Owners
  8. 8. © Proxama 2016 Beacon-Powered Mobile App Engagement Beacons and Mobile Proximity Commerce
  9. 9. © Proxama 2016 Beacon-Powered Mobile App Engagement Delivering Highly Contextual Mobile Engagement 9 Right Place: Engage your app users by adding contextualised messaging based on exact location. Right Time: Take advantage of dwell time, when your customers have a spare moment to think about your brand. Right Frame of Mind: Advertise when your customers are relaxed, seated and looking for something to occupy themselves. 1 2 3 1 2 3
  10. 10. © Proxama 2016 Beacon-Powered Mobile App Engagement 40.3 Million Consumers travel through beacon-enabled London Gatwick 1.8 Million London passenger journeys made in beacon-enabled taxis per year 78 Million Consumers visit beacon- enabled cinemas per year 103 Million Consumers pass beacon- enabled advertising sites per year 52 Million Consumers visit beacon- enabled pubs and bars per year 371 Million Consumers pass through beacon-enabled London tube stations 135 Million London passenger journeys on beacon- enabled buses per year Reach Millions of Consumers
  11. 11. © Proxama 2016 Beacon-Powered Mobile App Engagement Case Study The UK’s Largest iBeacon Consumer Transport Experience
  12. 12. © Proxama 2016 Beacon-Powered Mobile App Engagement Bus Times London App Mobile SDK Integration 12 Overview  UK’s largest iBeacon experience across 500 buses throughout London  In partnership with Exterion Media, Europe’s largest privately owned out–of-home media owner  Mapway has integrated Proxama’s beacon Mobile SDK into its Bus Times London app  Facilitating in-app advertising and notifications
  13. 13. © Proxama 2016 Beacon-Powered Mobile App Engagement Bus Times London App Mobile SDK Integration 13 Solution  Real-time travel updates - in-app notifications delivered to users when they board a beacon- enabled bus, advising them of real-time travel updates for the route they are traveling on  Contextual in-app ads – relevant and timely advertising served based on the consumer being on board a bus at time of viewing.
  14. 14. © Proxama 2016 Beacon-Powered Mobile App Engagement Engagement Results for In-app Notifications Notifications Displayed 8,500 14 Unique Click Through Rate Percentage of unique users who have clicked-through a notification 44%
  15. 15. © Proxama 2016 Beacon-Powered Mobile App Engagement Ads Delivered via Beacon Trigger 15 CTR across interstitial adverts served 9 – 15%
  16. 16. © Proxama 2016 Beacon-Powered Mobile App Engagement Don’t Forget the Consumer! 16  ‘Value notifications’ create additional sessions for app owners  Engage app users by sending notifications based on their exact location  Drives revenue for app owners by offering in-app advertising  Better ROI for advertisers on in-app advertising
  17. 17. © Proxama 2016 Beacon-Powered Mobile App Engagement Next Steps 17  Following the success seen to date on its Android app, Mapway is integrating Proxama’s proximity Mobile SDK into the iOS version of the Bus Times London app reachable audience with both apps 500,000
  18. 18. © Proxama 2016 Beacon-Powered Mobile App Engagement Thank you for your time hellomarketing@proxama.com 18 proxama.com mapway.com info@mapway.com

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