Ask the Board – March 21, 2016 | SCOTT MARDEN


How can beacon technology best be applied to create value for DOOH operators?

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.

The value flows from that conversion includes:

  • Intelligence – gathering intelligence from viewers
  • Contextual delivery of information – driving what matters to users
  • Timeliness – real-time decision making
  • Creative – attract users the right way at the right time
  • Engagement – interact with users in unique, fun ways in the right place at the right time

A better-informed audience, when contacted in the right place and right time, will always be more valuable to retailers, advertisers and network operators. Beacons are a great way to connect buyers and sellers and build strong relationships.

About Author

Chief Marketing Officer

Out-of-Home Network Council

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