Airmarket rolls out location-based mobile ad platform

Smartphone users can receive notifications based on hyper-location and time of day

Airmarket has launched a mobile advertising platform that combines hyper-location data with programmatic technology, a format the company said will alter the way brands engage with customers on their mobile devices.

The technology will enable smartphone users to receive notifications based on hyper-location and time of day, Airmarket said, explaining how programmatic advertising lets marketers maximise their campaigns across digital mediums by automating parts of the deployment process.

Under the new platform, Airmarket will give advertisers access to a global network of beacons to deliver personalised, targeted advertising to consumers based on their real-time location. Device users will receive notifications on their screen even when they are not actively browsing the internet or using apps.

Additionally, advertisers will be able to buy beacon-triggered notifications on Airmarket in a similar way to how they currently purchase other programmatic media channels, the company said.

Airmarket co-Founder and CEO, Jamie Conyngham, said the company expects to deliver as much as 1500 times greater engagement with consumers than current mobile advertising formats like banner ads.

“At the moment, it’s difficult for advertisers to buy location-based notifications on people's phones. They need to find someone with beacons, time it with their campaign and then have a widely downloaded app. Airmarket has made this process simple. Now all advertisers have to do is get their agency to buy notifications in the same way as they buy banners,” Conyngham said.

Beacons are small sensor-like devices that can be attached to objects like vending machines, phone booths, awnings and supermarket fridges, that communicate with nearby smartphones and tablets via Bluetooth.

In the lead up to the launch of the new platform, Airmarket said it has spent more than 18 months of development and testing, and is connected to 600 Demand Side Platforms (DSP’s) or trading desks that service more than 17,000 advertisers. By Q4 2016 those advertisers will have access to consumers in an initial 2000 locations in Australia and the UK.

Airmarket also flagged it will give beacon owners a new way to generate revenue from their infrastructure, as well as sharing revenue with application developers who choose to display notifications to users via their apps.

As part of the platform’s launch, Airmarket has announced plans to float on the ASX through a merger with Cabral Resources, which will seek to raise $3 million via an equity capital raising as part of the transaction.

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

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

It is indeed great and nice article, but I think the virtual reality, user-generated contents and the Chat bots will dominate the digital...

Almesh

Predictions: 8 digital marketing trends for 2018

Read more

Amazing work Nadia. I believe chatbots still have ways to go and are still in Generation 1, the exciting future of transactional and conv...

Giridhar Prathap Reddy

Climate Council pitches at youth engagement with chatbot debut

Read more

This is a great read. Chatbots are going to be the face of customers. Every sector is investing time and money in designing intelligent b...

Giridhar Prathap Reddy

From tacos to HR, chatbots make it personal

Read more

Very interesting article about chatbots. Chatbots are growing day by day and emerging winners in all the industries including Healthcare....

Giridhar Prathap Reddy

​Chatbots, messaging and refining the art of mobile commerce

Read more

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Latest Podcast

More podcasts

Sign in