Although the industry is settling on a few practical uses for beacons, primarily as a helpmate for attribution, they’re just one marketing data point among many – a tactic.
“Beacons are only one piece of the equation, a component of a larger effort,” said Chris Cunningham, CRO of proximity and location data aggregator Unacast. “There are lots of other valuable location signals out there, including Wi-Fi, geofences, IoT and first-party apps.”
All are necessary ingredients to satisfy advertisers who are “no longer happy with click-through rate,” said Mike Blanchard, director of national mobile sales at Canadian TV and radio broadcaster Bell Media, which runs mobile campaigns for brands like Samsung, Volkswagen, and Johnson & Johnson.
“They want to align their massive digital budgets to real business objectives – to the impact their campaigns are having,” Blanchard said.
SITO, a location-based ad platform, helps Bell with the offline attribution piece. SITO builds profiles for users who click on an ad and tracks the location events associated with those devices throughout the day, including when and whether a device visits a store location.
To power its attribution solution, SITO, which sources some of its data from Unacast, needs an array of different location signals, like apps running in the background, ad requests and beacons.
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