Adshel to deploy beacon technology across outdoor advertising panels nationally

Outdoor advertising company hopes the technology will allow advertisers to send more geotargeted and contextually relevant messaging to consumers

Adshel outdoor display
Adshel outdoor display

Adshel is rolling out more than 3000 beacons across its national out-of-home advertising network in a bid to bring stronger customer targeting and data capabilities to the outdoor advertising space.

The company said the beacons will initially be used as ‘listen and learn’ devices to build insights on consumers, as well as for advertisers.

Longer term, Adshel hopes the technology will allow advertisers to leverage their existing customer databases to send geo-targeted and contextually relevant messages to customers standing within the vicinity of an enabled Adshel panel.

The data generated through the beacons could also be used by advertisers to profile Adshel’s outdoor sites, gaining further geographic insights into a specific location and improving audience targeting. The beacons will only work with an advertiser’s beacon-enabled app installed on a consumer’s iOS or Android smartphone. The network is expected to be operating by 1 April.

Adshel CEO, Rob Atkinson, saw the beacon rollout as transforming the way outdoor media is bought and sold.

“In combination with Adshel’s almost 15,000 advertising panels, it will deliver advertisers more data, insights and accountability while utilising the unique engagement small format outdoor advertising offers,” he said.

“We want to continue working with our advertising partners in ways that deliver more effective campaign planning and reduced media spend wastage. We believe our beacons offering further demonstrates our commitment to innovation.”

Adshel’s chief commercial officer Mike Tyquin said the company had tested beacons in a number of out-of-home locations as part of its initial ‘Listen and Learn’ network offering.

“The launch of Adshel’s beacon network is in response to advertisers’ demands for mobile extensions of their advertising campaigns and demonstrates our relentless focus on being a market leader in the OOH data space,” he told CMO.

Tyquin explained Adshel offers advertisers access to its beacon network in advance of planned media campaigns to understand where their customers are and aren’t.

“Adshel’s beacon network will inform agencies and advertisers which Adshel OOH advertising panels are the best to buy to meet their campaign objectives,” he said.

Key benefits for advertisers in the first phase of the beacon offering include targeting more accurately, reducing media spend wastage and increasing campaign ROI, he said.

Under phase two, advertisers will then have the opportunity to send personalised mobile push notifications to a consumer’s mobile devices, and can couple existing customer insights with specific location and time around specific customers, Tyquin said.

Beacons are already proving a hot ticket item in the retail space as a way of better connecting digital and physical customer experiences.

A number of Australian retailers and retail shopping centres claim to be successfully trialling the technology, including Woolworths for its click-and-collect service; Bendigo Marketplace for family-oriented marketing campaigns; and Chatswood Chase for offers and customer data collection.

Globally, the proximity marketing devices are also being used by the likes of John Lewis, Home Depot, Macy’s and Apple stores.

Read more: How beacons and nearables are giving marketers new customer know-how

The CEO of APN News & Media, which jointly owns Adshel, expected the beacons to change the conversation around outdoor advertising accountability.

“Internationally, beacons have proved their effectiveness in marketing campaigns and we can expect them to similarly deliver success locally for advertisers utilising Adshel’s leading small format outdoor network,” Michael Miller said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

The Future Of Social Is Joyful, Pass It On

2019 was a horror year for social media. But in 2020 something different emerged that has shifted the tone, format and intent of the medium. A new social vibe born out of the pandemic and fuelled by the emergence of a platform tailor made for the next generation of consumers.

Dan Young

Managing director, Pulse

Sign in