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Digital Out of Home & Beacons: Case Study at Toronto's Billy Bishop Airport By Alan K'necht


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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Beacons & Beyond: Offline Conversions and Online Retargeting. PRESENTATION: Digital Out of Home & Beacons: Case Study at Toronto’s Billy Bishop Airport - Given by Alan K'necht, @aknecht - K'nechtology Inc.,, Analytics, Social & SEO Speicalist. #SMX #12C

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Digital Out of Home & Beacons: Case Study at Toronto's Billy Bishop Airport By Alan K'necht

  1. 1. #SMX #12C @aknecht How to Track, Interact & Measure Using Beacons Digital Out of Home & Beacons Case Study at Toronto’s Billy Bishop Airport
  2. 2. #SMX #12C @aknecht The Opportunity!
  3. 3. #SMX #12C @aknecht • Measure & track airport visitors journey •  from airport arrival to security •  From security to airport exit • Identify locations where visitors dwell (how long in zone) • Use this information to optimize location for DOH billboards • Combine this information with DOH ads to retarget visitors The Opportunity!
  4. 4. #SMX #12C @aknecht § Address Canadian Privacy Laws –  Can’t get user/device info from telcos –  Require own app to gather information § Get users to download & use app § Implement beacons at key locations –  Ensure beacons communicate with app § Use Big Data to integrate multiple data sources Approach
  5. 5. #SMX #12C @aknecht Facial Recognition Software: - Engagement time - Gender - Age Range Require Beacons: -  Journey time - Dwell time - Remarketing ability Combing Facial Recognition Software & Beacons
  6. 6. #SMX #12C @aknecht Step 1 – Created App & Website to encourage downloads
  7. 7. #SMX #12C @aknecht Step 2 - Encouraged Download & Use of App Ø Offer enhanced WiFi at YTZ with App sign-in Ø Promoted via DOH Ø Downloaded app but didn’t register: use beacons to trigger message Ø Offer features in App to encourage use Ø Flight tracking Ø Download content for offline reading
  8. 8. #SMX #12C @aknecht Ø App must be downloaded & active Ø Users must register (unique ID) Ø User must be logged in Ø App must communicate with beacons App Requirements to Pass Data via Beacon
  9. 9. #SMX #12C @aknecht Create zones around perceived paths •  Start & end of tunnel •  Top & bottom of escalators •  Zones around DOH displays •  Etc Step 3 - Set-up Beacons in Appropriate Locations
  10. 10. #SMX #12C @aknecht Gimbal - Beacon management Urbanairship - Basic Analytics - HTML mobile message Beacon Vendors
  11. 11. #SMX #12C @aknecht •  Initial App User ID methodology insufficient •  Testing of beacons & app communication failed •  Resulting in delays & cost overruns •  DOH Advertisers hesitant to combine DOH display with mobile •  Creepy factor (they saw our ad & now we send them a message about it – creepy!) Turbulence!
  12. 12. #SMX #12C @aknecht •  Used Geofencing and Urbanairship to get messages to user •  App required to be refactored nearly from scratch (under way) •  Enhanced analytics & advanced implementation on hold Route Change
  13. 13. #SMX #12C @aknecht Provided sponsored link to published content relevant to users location e.g. : Where to eat articles when user in specific city Toronto Entertainment & Restaurant guides to arrivals Preliminary Results (Geo Fencing)
  14. 14. #SMX #12C @aknecht Specific messages when entering or leaving the airport Using Gimbal Geofencing to define the airport Preliminary Results (Geofencing)
  15. 15. #SMX #12C @aknecht § Geofencing –  sponsored link to published content relevant to users location •  i.e. Restaurant Guide to destination city –  Saw significant spike in Users § Potential –  Offer DOH & Beacon/Geofence to advertisers Preliminary Results (Geo Fencing)
  16. 16. #SMX #12C @aknecht Gimbal Analytics (App/Beacons soft launched Aug 2015)
  17. 17. #SMX #12C @aknecht Gimbal Analytics (App/Beacons soft launched Aug 2015)
  18. 18. #SMX #12C @aknecht Urbanairship Analytics
  19. 19. #SMX #12C @aknecht § App being rebuilt & tested § Integrated user ID § Sales looking for advertiser to combine DOH & Beacons Current Status Holding Pattern for now