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

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

I'm looking for the little golden books of fairy tales from when I was a child ( I tutor autistic kids and I'm disabled through Dv. I wan...

Ally forrester

David Jones aiming to be Australia's premier retail destination

Read more

The best design always features a minimalist approach to the use of color. Many designers are tempted to use many different colors but us...

Jose Salas

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Latest Podcast

More podcasts

Sign in