This week, we will focus on a feature many of us use daily, but almost never talk about in great detail—Bluetooth Low Energy. Bluetooth LE’s proximity sensing capabilities have been gaining some buzz recently—not as part of the smartphone, but in brick and mortar retail stores thanks to beacons.
Small enough to attach to a wall or counter-top, beacons transmit messages directly to a phone using low-energy Bluetooth connections. As you approach the beacon, your phone can be activated to send highly targeted content to your phone, such as special offers or coupons from stores a few feet away. Beacon technology can turn idle window shopping into a sale with a well-timed mobile reward. Apple Pay or Google Wallet can then be used to “close the loop” in terms of attribution.
There are a few apps that use these features already, such as Launch Here, which makes it possible to link apps to places using iBeacons or Beecon, which helps you to manage, detect and range iBeacons around you. At the same time marketers are also finding new ways to incorporate this technology into various use cases.
But beacons are just one of the ways Adtile incorporates proximity sensing capabilities into its solutions. We’re also working on sensor arrays to bring the Motion Ads to life in a whole new way.
The sensors in your smartphone make it ‘smart’ or what we like to call ‘mobile conscious’ — since you are, after all smarter than your phone. Those sensors help tell stories in ways that go far beyond simply reading something on your phone. Sensors have the power to turn you into the main character of a brand’s story. The story unfolds around you.
Over the next couple of months, we will take a closer look at each individual sensor and how it can be instrumental in shaping the way you use your phone and live your life. We will also discuss how these sensors can make a huge impact on people when used by marketers in their ad campaigns.
Let’s start with one of best known sensors that you probably rely on every day:
GPS, Global Positioning System
Many people are familiar with GPS, which has helped millions of people get from point A to point B, showing wayward drivers the fastest route to their destination. The GPS sensor in your phone connects with several satellites in space to figure out exactly where you are, so it can bring you the best information based on your location at that specific time.
When incorporated in a mobile app it can help you find a restaurant, locate stars in the sky, and give you a local weather forecast. GPS can tell you which is the closest cinema featuring that movie you want to see tonight. Some of your favorite apps probably rely on your phone’s GPS — such as Yelp, Fandango, Secret, Zillow, airline apps — the list goes on and on.
So, how can GPS be used by marketers in their advertising? It can turn an ad into an immediate action. Once your ad captures the interest of a user, you want to have that user be able to act on that interest immediately. For example, Adtile’s Motion Ad Technology can create a mobile ad for Starbucks, offering the user a free latte and immediately pull up the user’s location, listing out the closest Starbucks. That dynamic creative, which relies on the GPS sensor, turns the ad into an immediate consumer action to guide the user towards the closest Starbucks. Needless to say, that level of personalization in an ad can create a stronger connection to the user and in the end, a sale.
GPS sensor makes it possible to create an immediate connection between the people and ads that will be much more useful for customers and will drive engagement that both users and brands can benefit from.
Adtile touch experiences are human-to-human, brand connected ads that are aimed for long engagement times due to ever changing audience participation and the surprise effect at the end.
In order to activate the ad and get the reward, user has to press and hold until the end of the story. The elevated engagement, human connection and game-like use case benefits the brand and makes the user experience feel less like advertising, but rather an ambient interaction with other people. Touch experience is designed to fit Adtile’s Motion Ad technology, which makes it easy to add more interactive elements to the story flow—the possibilities are endless.
Mobile advertising matters to the success of any great company today. It creates a culture of brand innovation and sets the creative standards higher.
We all know that native ads must behave consistently with the user experience and design. But is it anything really new? At Adtile, we have simplified our native solutions into 4 clear segments — the quintessential parts.
Hardware Agnostic: Sensors
Platform Agnostic: Native code
Application Agnostic: Design and experience
Context Agnostic: Contextually relevant
On their own, some of these segments may work extremely well in terms of app installs or other type of platform agnostic engagements. But once they all work together, they create a more dynamic relationship between individual elements and a better, more delightful and personalized experience for the user. Storytelling in the true essence of the word, is back.
We at Adtile have a core philosophy that focusing on the end user will ultimately resonate back to the advertiser and publisher as great results. In order to win over customers’ hearts, you need to deliver a simple, beautiful and emotional experience. Even the best mobile ad targeting technology in the world can’t deliver results if the experience is too weak, over designed or too complex.
The great benchmark for mobile ads lies in minimalism. The concept of minimalism is to strip everything down to its essential quality and achieve simplicity. The idea is not completely without ornamentation, but that all parts, details and joinery are considered as reduced to a stage where no one can remove anything further to improve the design. Learning from minimalism will force us to keep creatives constrained when it comes to wording and graphics on small displays.
When creating mobile ads, remember that people are not searching for ads on their mobile devices, but looking for new experiences and entertainment. Our world moves at a feverish pace. We are too hurried, too rushed, and too impatient. Give people something they truly want to experience. Keep things clear and understandable.
It takes time to create something meaningful. Simplify, create a connection. Minimalist marketing transcends both online and offline — it’s everywhere around us, and it’s here to stay.
The ability to simplify means to eliminate the unnecessary so that the necessary may speak. — Hans Hofmann