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

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
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in