Advertisers are being promised the ability to bridge the gap between online an offline customer data based on where they are in the real world using beacon data following a tie-up with Opera Mediaworks and Unacast.
It’s being pitched in as more effective way to retargeted ads to people on the move, which until now has primarily be done using less accurate GPS data. Now, data sourced from beacons as someone moves down an aisle or looks at a product in storeis being used to retarget ads. For instance, a fashion brand could register a person’s interest in a particular size or style of shoe as they move through a store. With that insight, a relevant mobile ad for a new range of shoes could then be targeted to that same person
To do this, Opera Mediaworks’ clients – publishers and advertisers - can access so-called “real world identities”, formed by Unacast, an aggregator of offline behavioural data pulled from beacons. That data is then used to personalise communications as well as ensure they reach people in a timelier fashion. Unacast sits on data from more than 40 of the world’s biggest proximity providers and expects to have 100 signed up by the end of the year.
“The real value of beacon data is in its accuracy and granularity. Until now, that has simply meant targeting a shopper in the moment, as they walk down the aisle about a nearby product on sale,” explains Andrew Dubatowka, director of product strategy at Opera Mediaworks. “With this partnership, marketers can extend the life of that beacon data beyond the confines of the store and, with a detailed understanding of a shopper’s interests, apply it in other contexts, such as audience targeting and even ROAS (return on ad spend) measurement.”