Two forces which can be combined to make something awesome.
More awesome than a monkey holding a bucket of water*
*awesomeness not guaranteed.
But seriously, this article is actually about digital tracking in an out of home environment.
Idea: What would happen if we were able to advertise to users with digital displays that were hooked up to the internet and then connected to an advertising platform which can track individual users who are nearby?
This is something I can foresee arriving in the near future when two awesome and new innovations come together:
Note: Google’s product is not officially called Beacon however there are companies such as Apple and Paypal who are going with this term.
Google Out of home
While these pictures aren’t as exciting as the wonder twins and their bucket-holding-monkey above they’re way more interesting for advertisers.
This seems like it can get out of hand when a minority report-esqe advert starts talking to you but my wild imagination helps me imagine instantly how this can be used as a “view through impression” working in conjunction with other channels so that the journey of the a potentially converting user can be segmented, targeted and tracked.
Like a symphony, each instrument has its own part – and doesn’t sound like much on its own but when combined produces a beautiful result.
So to put this into a real world example:
Joe Bloggs walks to work where he works in the city as a white collar professional. He is in his 30′s earns 120k+, has a wife and no kids.
Leonardo “Joe Bloggs” Dicaprio.
As he walks to work he passes a digital advert showing him the new Audi R8 and thinks to himself, “that’s a nice car, I’ll check it out when I get home tonight”. Joe has a really busy day at work and when he gets home he forgets to look the car up, missing the opportunity to book a test drive.
Luckily two products have his back – beacon noticed that he walked passed this banner and transparently checked him in, somewhat like a Facebook or Foursquare Check In. Just not as public and definitely not as “arduously” manual. Beacon helped create an automatic, private check in at this banner which was displaying this advert at the time.
Let’s just imagine this system has rules as well and we are able to define:
If user (a) passes banner (b), (n) times, they can be subject to remarketing.
That way we can show them something like banners to increase the frequency and raise it to a level closer towards “the effective frequency”. Getting Joe closer to booking that test drive; after all, it’s not his fault he forgot.
Here is where the ideas get futuristic but probably not too unrealistic at the same time.
What if the banners on the outdoor displays allow for remarketing adverts to be displayed as well based on either user (a) being close by or the most frequent interests of users nearby?
For instance, if Joe Bloggs goes by and he has booked a test drive but is still unsure of how his new dream Audi can be purchased, it would make sense to show him payment options on the outdoor banners, suitable to him and his salary.
On the flipside, when Joe Bloggs is no longer there but there are 10 users standing close by. 6 of these individuals have interests in going to Thailand; logically the advert would change the advert to reflect the interest with the highest number of interested users.
What this has the potential to be in revolutionary for the booking of out of home advertising and a new channel for the digital channel to expand to.
Admittedly this can sound like a wild idea but realistically we are just combining two new-ish technologies to explore the advertising world outside of the mobile phone screens, monitors and tablet screens digital advertising has control of in Australia.
In the future, more channels will join the digital world to usher in the epoch of what I call digital colonization.
If you’re interested in more information, there is plenty here:
Adage - Micro Local Tracking
Digiday - Google Tracking
PayPal is also trying to get on the bandwagon but have since removed their page; thankfully Google has a cached version:
PayPal - Google web cached version of Beacon page
Abine - CES 2013
Digiday - Mobile Tracking
Adwords Blog – Tracking
Marketingland – Google tracking store visits