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Beacons Offer Advertisers A Sophisticated Way To Gather Consumer Intelligence

February 16, 2015: 12:00 AM EST
The tiny Bluetooth transmitters known as beacons offer marketers a new layer of consumer intelligence that reveals digital actions and exposures. Beacons – currently placed around stores to push coupons and user reviews to shopper phones and tablets -- allow advertisers to pull together online ad and marketing exposures to offline behaviors. They also make the process of retargeting offline behaviors with online ads very accurate “because real-world behaviors can be located to extremely precise locations and interactions”. The insights on the potential of beacons were presented at a recent Mediapost conference.
Steve Smith, "Beacons Open Up Prospects For 'Physical Retargeting'", Media Post, February 16, 2015, © MediaPost Communications
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