beacon-powered mobile app engagement for app owners and brands
TRANSCRIPT
© Proxama 2016
Beacon-Powered Mobile App Engagement
Beacon-Powered Mobile App Engagement
Jon Worley, CEO of Proximity MarketingProxama
David Weetman, Commercial DirectorMapway
© Proxama 2016
Beacon-Powered Mobile App Engagement
The leading mobile proximity commerce company
Proxama specialise in transport based mobile proximity services, using Bluetooth beacon-led technology, to deliver the most accurate and reliable mobile location and behavioural data for digital advertisers and agencies.
Proxama’s award-winning mobile technology platform, TapPoint®, enables brands to connect physical and digital assets via mobile to increase consumer engagement, retail sales and loyalty, across transport networks and high
footfall destinations such as shopping malls, stadiums, city centres and events.
About Proxama
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© Proxama 2016
Beacon-Powered Mobile App Engagement
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Part of mxData, established in 2004
Plan. Route. Relax.
23 cities + 2 nationwide apps
Transport systems including Subway, Bus and Train
Map centric design, offline capability
About Mapway
© Proxama 2016
Beacon-Powered Mobile App Engagement
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Mobile devices account for over 50% of time spent
online in the UK
Global Web Index
One in six UK adults who own a smartphone look at their phone more than 50 times a dayDeloitte
Smartphone penetration rose by 10% (2013 – 2014) for those aged 55 and aboveDeloitte
59% of smartphone users are prompted to use their device by ‘other media’Internet Advertising Bureau
A Nation of Smartphone Addicts
© Proxama 2016
Beacon-Powered Mobile App Engagement
Mobile Engagement and The Internet of Things
Statista
Smartphone
penetration in
the UK by 2017
5
77%
$100Billion
eMarketer
Spend on Mobile
Advertising forecast for
2016, accounting for 51%
of the Digital Market
30Billion
ABI Research
Devices will be wirelessly
connected to the Internet
of Things by 2020
£44The Centre for Economics and
Business Research
The average London
commuter spends £44 a
week buying stuff during
their daily commute
400Million
ABI Research
BLE Beacon
Shipments will be
delivered by 2020
36%
The Guardian
of UK online sales are
now completed on a
smartphone or tablet
© Proxama 2016
Beacon-Powered Mobile App Engagement
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© Proxama 2016
Beacon-Powered Mobile App Engagement
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App Store Requirements
Growth of Active User Base
Revenue Generation
Advertising Insights
Challenges for App Owners
© Proxama 2016
Beacon-Powered Mobile App Engagement
Beacons and Mobile Proximity Commerce
© Proxama 2016
Beacon-Powered Mobile App Engagement
Delivering Highly Contextual Mobile Engagement
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Right Place: Engage your app users by adding
contextualised messaging based on exact
location.
Right Time: Take advantage of dwell time,
when your customers have a spare moment
to think about your brand.
Right Frame of Mind: Advertise when your
customers are relaxed, seated and looking for
something to occupy themselves.
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© Proxama 2016
Beacon-Powered Mobile App Engagement
40.3 MillionConsumers travel through
beacon-enabled London
Gatwick
1.8 MillionLondon passenger journeys
made in beacon-enabled
taxis per year
78 MillionConsumers visit beacon-
enabled cinemas per year
103 MillionConsumers pass beacon-
enabled advertising sites
per year
52 MillionConsumers visit beacon-
enabled pubs and bars
per year
371 MillionConsumers pass through
beacon-enabled London
tube stations
135 MillionLondon passenger
journeys on beacon-
enabled buses per year
Reach Millions of Consumers
© Proxama 2016
Beacon-Powered Mobile App Engagement
Case Study
The UK’s Largest iBeacon Consumer
Transport Experience
© Proxama 2016
Beacon-Powered Mobile App Engagement
Bus Times London App Mobile SDK
Integration
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Overview
UK’s largest iBeacon experience across 500 buses throughout London
In partnership with Exterion Media, Europe’s largest privately owned out–of-home media owner
Mapway has integrated Proxama’s beacon Mobile SDK into its Bus Times London app
Facilitating in-app advertising and notifications
© Proxama 2016
Beacon-Powered Mobile App Engagement
Bus Times London App Mobile SDK Integration
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Solution
Real-time travel updates - in-app notifications
delivered to users when they board a beacon-
enabled bus, advising them of real-time travel
updates for the route they are traveling on
Contextual in-app ads – relevant and timely
advertising served based on the consumer being
on board a bus at time of viewing.
© Proxama 2016
Beacon-Powered Mobile App Engagement
Engagement Results for In-app Notifications
Notifications Displayed
8,500
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Unique Click Through RatePercentage of unique users who have clicked-through a notification
44%
© Proxama 2016
Beacon-Powered Mobile App Engagement
Ads Delivered via Beacon Trigger
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CTR across interstitial adverts served
9 – 15%
© Proxama 2016
Beacon-Powered Mobile App Engagement
Don’t Forget the Consumer!
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‘Value notifications’ create additional sessions for app owners
Engage app users by sending notifications based on their exact location
Drives revenue for app owners by offering in-app advertising
Better ROI for advertisers on in-app advertising
© Proxama 2016
Beacon-Powered Mobile App Engagement
Next Steps
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Following the success seen to date on its Android app, Mapway is integrating Proxama’s proximity Mobile SDK into the iOSversion of the Bus Times London app
reachable audience with both apps
500,000
© Proxama 2016
Beacon-Powered Mobile App Engagement
Thank you for your time
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proxama.com mapway.com