ASK THE BOARD: Beacon Technology for DOOH

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How can beacon technology best be applied to create value for DOOH operators?
This week’s question is answered by members of the DSE Advisory Board
OUT-OF-HOME NETWORK COUNCIL
Read the Answer by Scott Bell

“Beacons can help bridge the gap for Digital Out-of-Home (DOOH) operators and drive one-to-one mobile engagement with their customer’s core audience. Although beacon technology presents hurdles for adoption; location services and/or Bluetooth must be enabled on a device, and messages must be delivered in-app.”
SCOTT BELL
CEO – Bell Media
 

Read the Answer by Jonathan Brawn

“Beacon technology represents a further metric we can assess to help enhance targeting of messages. Not only can we use camera-based analytics to track dwell time, and add in demographics, but with beacons, we can add geographic awareness and tie in the important mobile device to the messaging.”
JONATHAN BRAWN
Principal – Brawn Consulting

Read the Answer by Ian Dallimore

“Beacon technology gives the consumers the opportunity to make physical and digital connections easier. We as humans are curious individuals and want to learn more about things if you give us something worthwhile to interact with.”
IAN DALLIMORE
Director, Digital Innovation & Sales Strategy – Lamar Advertising Company

Read the Answer by Josh Kruter

“This is an interesting question, as there is still healthy confusion about what a beacon is vs. isn’t and what they’re used for. At the end of the day, a beacon is simply a transmitter that sends a signal via Bluetooth to a smartphone, tablet or other connected device.”
JOSH KRUTER
Senior Vice President, Digital Product – Clear Channel

Read the Answer by Scott Marden

“The greatest value to DOOH operators when using Beacon technology is conversion — taking viewers of offline media and converting them to digital opens the doors to endless amounts of opportunities.”
SCOTT MARDEN
Chief Marketing Officer – Captivate

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