Airmarket partners with Mobiquity Networks to usher in new dawn for micro-location advertising

NEW YORK, April 24, 2017 (GLOBE NEWSWIRE) — Mobiquity Networks, a mobile location marketing company and wholly owned subsidiary of Mobiquity Technologies, Inc. (OTCQB:MOBQ), has announced a partnership agreement with Airmarket Inc, a micro-location mobile ad platform for advertisers. The partnership allows Airmarket to offer advertisers and their agencies access to Mobiquity Network’s premium location data and inventory allowing for real-time targeting of audiences when people are in a specific location or moment.

Airmarket is the first mobile ad-tech platform that enables advertisers to easily access disparate beacon and app networks to micro-location target people via their mobile devices bringing semblance and order to what has previously been viewed as a highly fragmented ecosystem.

By integrating Mobiquity’s data, Airmarket will provide innovative new methods for advertisers to reach mobile customers when they are in a particular location or moment through Branded Push Notifications as well as the delivery of in-app ad-targeting based on previous location history. Ads with higher degrees of relevancy and attribution create exciting new and immediate revenue opportunities for both companies.

Andrew Davis, Co-Founder and COO of Airmarket Inc. said ” Mobiquity’s highly accurate location data and app network greatly enhance our ability to deliver micro-location targeting for advertisers at unprecedented scale, creating tangible value for Airmarket, Mobiquity and most importantly our clients”.

“Airmarket has built an impressive mobile ad-tech platform that delivers proven results,” stated Sean Trepeta, President of Mobiquity Networks. “Now, combining the significant benefits of both platforms, virtually every ad served will reach its intended target audience, at exactly the right time and place, giving the advertiser the maximum opportunity to influence the consumer’s purchase decisions.”  

About Mobiquity Technologies:
Mobiquity Networks, is a wholly owned subsidiary of Mobiquity Technologies, Inc. (OTCQB: MOBQ) Mobiquity operates a nationwide location‐based mobile advertising network of beacons with exclusive agreements in premier US shopping malls. Coupled with Mobiquity’s integrated suite of leading‐edge location based mobile advertising technologies, retail and entertainment brands can execute personalized and contextually relevant mobile ad experiences, driving brand awareness and incremental revenue.

Visit: http://www.mobiquitytechnologies.com and http://www.mobiquitynetworks.com. 

About Airmarket Inc
Airmarket helps advertisers leverage the power of beacon technology to hyper-target consumers who are near beacons in a way that is cost efficient, programmatic and scalable. By unifying isolated beacon networks combined with the strength of programmatic, advertisers for the first time can begin buying beacons through Airmarket in a similar way to how they purchase other programmatic media.

Visit http://air.market or follow us on Twitter http://twitter.com/airmarketinc

Media Contacts:

Mobiquity Technologies, Inc.
Sean Trepeta
(516) 256‐7766 x210
sean@mobiquitynetworks.com

Airmarket Inc
Andrew Davis
347-703-9674
andrew@air.market

Too much fragmentation for advertisers to bother (for now)

Ever heard the saying “you can’t see the forest for the trees”? One could say this is a pertinent analogy of how the beacon landscape looks today. In fact, there are 400+ companies across the world who provide some type of beacon offering from beacon hardware to software management. All in all, it’s a classic case of ultra- fragmentation often prevalent in early stage industries before consolidation and market leaders emerge.

For advertisers, fragmentation is and always will be the proverbial enemy, so when it comes to beacons it’s really no surprise there’s been trepidation for advertisers and their agency partners to invest money in beacon related efforts. For advertisers to see value in beacons, there’s criteria which must be met before they consider using beacons as part of their toolkit;

  1. Beacons must deliver scale to reach a meaningful amount of people on a regular basis (ie monthly).
  2. The process to book, access and pay for beacon campaigns must be painless, ideally automated (ie programmatic).
  3. There must be near or real time analytics to measure ROI.

If we look at today’s beacon landscape, the 400+ beacon companies are primarily concerned with creating value in a way which reinforces isolation and fragmentation, through no fault of their own. A good parallel is each beacon company is like a driver with their own ride share app to book rides with no Uber bringing scale or harmony to the network of many drivers in a single place, get my drift?

Lets’ use an example; Target wants to put beacons in their stores to influence shoppers when they’re in-store. This is great for Target but for all the brands who sell products inside Target it offers little to no value and because beacons require an app on a person’s device, the only people who can be reached are people with the Target app which will be installed on a small % of the overall population.

What we’re doing at Airmarket is eliminating this isolation and fragmentation when it comes to beacons for advertisers whilst bringing new revenue opportunities to fruition for both beacon companies as well as 3rd party app developers. Just like the Uber example above, these isolated beacon networks are aggregated into a single platform which creates value for advertisers (and meets the above criteria).

Let’s use the same Target example above and highlight how Airmarket is bringing new value to an isolated beacon network. Instead of all these beacons only being used for Target, Target can register their beacons to Airmarket and allow advertisers to pay for access to their beacon network in an automated and programmatic fashion. The advertisers for example could be brands who sell products within Target stores like Mattel or Nestle.

Using Airmarket, Target can limit advertisers to a core set of approved brands they’re comfortable with accessing their beacon network. In addition, instead of relying on the Target app to be the sole enabler of reaching shoppers in-store, advertisers can leverage 3rd party apps within the Airmarket network above & beyond Target app users to increase the amount of people they can reach with their beacon campaigns.

In this scenario, Target are monetizing their existing beacon infrastructure without impacting their own efforts whilst 3rd party apps are monetizing their apps in a new and innovative way which doesn’t impact their other revenue efforts such as banner or video ads.

Imagine all the beacons currently deployed in the same way as the Target example above? That’s what exists today, a vast disconnected network Airmarket is trying to bring together to deliver new value for beacon owners, 3rd party app developers and advertisers.

The mindset for companies who own vast physical assets such as McDonalds, Subway, JCDecaux, Macy’s, Home Depot, Wholefoods, Tesco, Coles, Barnes & Noble, Starbucks and hundreds of others is not only should they be thinking about beacons as a way to increase interaction with their own brand but also think about how they can leverage beacons to create new revenue streams from 3rd party advertising using Airmarket.

Interested in learning more about Airmarket? Feel free to email contact@air.market

Location based advertising and the tyranny of distance

The prevailing narrative being espoused by mobile ad-networks in the US as well as abroad seems to be an increasing infallibility with their ability to reach consumers based on their exact location which many advertisers and their agency partners are accepting as gospel however in reality is simply false or vastly exaggerated.

Today, many mobile ad-networks are offering location targeting as a key ingredient to enhance advertisers mobile marketing efforts which makes sense. Leveraging location targeting based on where someone is, allow advertisers the ability to craft a specific advertisement to drive a person to some sort of action or get their attention. Today, most location targeting efforts are delivered using GPS, WiFi or referencing a panel of users who share their location data in return for rewards.

Let me state the above methods are great for advertisers provided the advertiser doesn’t need a hyper-level of accuracy in relation to the consumer’s location. What do I mean by hyper accurate? Let’s say an advertiser like Coca-Cola wants to target people who are inside supermarkets or convenience stores to get people to buy more of their products. Makes sense, you’re in-store and in a buying moment so Coke wants to influence your purchasing behavior in what is referred to in retail speak as the “last 3 feet”.

Simply put, based on the above methods there’s no way to do this for Coke. This is what we call the “tyranny of distance” when it comes to mobile advertising and location targeting. These methods will give you an ability to target a spatial area within a certain distance (ie 100 yards) but will not offer the preciseness of knowing you are within a convenience store and good luck if you’re in a mall with multiple levels!

This is where Airmarket provides a new level of hyper-accuracy using beacons for advertisers like Coke to reach someone when they are in a precise location and influence their behavior to drive action like buying their product. It’s important to note that reaching the person in the moment they are in a specific location is vitally important as opposed to after they have left the location (you can read more about this in our last blog).

Reaching people via ad-banners and video ads is only possible within browsers or mobile apps and the truth is rarely will a person be surfing the web or inside an app when they are in a shop, at the cinema or other specific location / moment (Search, Facebook excluded). Via Airmarket, not only is hyper-location targeting possible, the ability to deliver an advertisement to the person is greatly enhanced due to the format of an Airmarket ad being a Notification that is delivered to the home-screen of the user not ad-banners or video ads that appear within apps / browsers.

Advertisers and their agency partners shouldn’t just be thinking about the above circumstances but also addressing them head on. Don’t be fooled, the “tyranny of distance” is real. The question which must be answered is; What are you going to do about it?

Beacons; It’s more about the moment that is, not was.

As beacons continue to be rolled out across the globe at an accelerated pace by large corporates including retailers, outdoor advertising companies and small business owners, it’s now evident there’s two themes emerging around how beacons can add value to marketers;

1. Active Targeting –reaching people in the moment and influencing their behavior based on their hyper-proximity to a specific beacon within the network via a Push Notification.

2. Passive Targeting – reaching people after they have been in hyper-proximity to a beacon within the network via traditional digital marketing formats such as ad-banners or video ads. Essentially this is a type of re-targeting which allows marketers to re-target people based on their physical behavior instead of just online indicators (ie browsing, clicks, searches, etc).

These methods present exciting opportunities for brands to deliver new value to their marketing efforts and influence bottom line outcomes (ie sell stuff). However, based on our experience and industry expertise it’s not wise to judge these 2 methods as equal nor should they be treated as one size fits all, different brands will equate different value based on their unique circumstances and objectives.

At Airmarket we’ve thought about this a lot and spoken to many people within the advertiser ecosystem from brands to trading desks and everyone in between. Ultimately, when it comes to the unique value beacons can bring to the marketplace, global brands are ultimately interested in how they can influence a person when they are in a specific location or moment. (Google calls these “micro-moments”).

What do I mean by this? Let’s say you have beacons placed in 10,000 convenience stores across the country, a brand who sells products within these stores is primarily concerned with getting people to buy their product while they’re in the store / moment.

With beacons this is possible because we know a person is close to the beacon inside the store and using a platform such as Airmarket the brand can easily access these beacons programmatically to deliver a Notification to the consumer and influence conversion while the they’re in the moment. (The other advantage in this scenario is the brand doesn’t need to rely on investing in their own beacon sensors or having their brand app installed on people’s phones as they’re leveraging an existing network infrastructure of beacons and apps via Airmarket).

Using the same example, method 2 for obvious reasons become less exciting for a brand because the opportunity / moment has passed and whilst beacon re-targeting opportunity might add some incremental value, it’s similar to using a variety of existing signal methods including GPS, WiFi, etc which allow brands the ability to re-target people based on physical context albeit minus some unique capabilities beacons allow around location hyper-accuracy.

Another important aspect brands should consider per the above is the advertising format in each scenario. With a Push Notification, an advertiser is actively delivering an experience which appears on the home screen of a mobile device. This is a very different experience to traditional ad formats which exist today on mobile devices which are mostly a legacy of desktop advertising (ie ad banners and pre-roll video ads).  We like many other mobile-first media companies believe legacy desktop methods shouldn’t apply to mobile and there should be new ways to influence and interact with people via their mobile devices.

The re-targeting aspect is passive and requires people to be browsing in their web browser or apps, at Airmarket we believe this is nowhere near as valuable as a Notification because people are in a moment focused on what they are doing (web browsing / app usage) and the ads which appear around this experience are viewed mostly as wallpaper. This is reinforced by various market data such as response rates with digital advertising offering less less than 0.01% (ie you’re more likely to die in an airplane accident that click on an ad – search excluded).

So when it comes to beacons and marketing; It’s much more about the moment that is, not was.

The Notification Economy

I’m busy. You’re busy. We’re all busy. So much to do, so little time. Sound familiar?

Whilst this omnipresent mindset exists for a society regardless of era, there are era-specific implications to the way we approach our day to day lives and how we use available technologies to help us manage, prioritize and ultimately cope with life overload.

A behavioral trend emerging with our most personal device, the smartphone, and how we’re managing life overload is the adoption of Notifications. Gmail, YouTube, Facebook, Instagram, Whatsapp, Snapchat & Uber are a few applications who are embracing Notifications as a method of micro engagement which leads us to a deeper, stickier experience with their respective service.

Today, most services using Notifications are social or utility in nature. Computing power, systems, and connectivity have vastly improved, unlocking an ability for applications to be “intelligently aware” of events we as users can be instantly notified about as soon as they occur. Your mum who lives in Chicago, just liked a photo you took in Arizona, your boss who lives in Singapore just sent you an email about the upcoming presentation you’re making in London, the car you ordered 7 minutes ago is now outside and so on.

The adoption, deployment and popularity of Notifications in these social and utility scenarios are ubiquitous for today’s smartphone user regardless of whether they’re in Indiana or Indonesia however Notifications add value to people and industries beyond those with a social or utility lens.

At Airmarket we believe the Marketing and Advertising industry can benefit enormously from Notifications. Ad blockers and other ad-filtering technology severely limit how brands today can reach and communicate with people on mobile devices, coupled with a form factor that doesn’t lend itself to traditional ad formats like banners.

Using Notifications combined with hyper proximity awareness via beacon technology unlocks exciting new possibilities for brands to connect with people in ways that are intelligent, contextually rich and expand on the micro-moments theme that’s so prevalent in the lexicon of today’s mobile marketer. Probably more important, advertisers who use Notifications with the power of proximity are adapting with consumer behavior and their expectations on where, when and how mobile communications are delivered regardless of whether it’s email, social or advertising.

Looking at today’s mobile advertising framework, to say it’s ripe for disruption would be an understatement. Most if not all of today’s mobile marketing is designed around methods that were desktop era successful. Banners and pre-roll advertising on mobile devices in our opinion are dated and need to be re-imagined for the benefit of consumer and brand. Given around $100B of mobile advertising will be purchased in 2016 jumping to $200B in 2020 there should and will be new ad formats brands can use which provide scale and are primarily designed for the mobile world we now live in.

Our vision at Airmarket is to provide a programmatic, scalable service where advertisers can use Notifications that are hyper proximity aware via beacons that add value to people at a specific time and place.

Welcome to the Notification economy.

Airmarket. It’s common sens(or)

If you’re a mobile marketer you’re going to continue hearing about sensors (beacons) and why they’ll provide global brands with exciting new ways to reach people via their mobile phones in a way that is hyper-targeted and ultra-contextual.

From our standpoint, we believe there’s enormous potential for mobile marketers to leverage Sensors as a Network (SaaN) to create new modes of engagement between brands and consumers, meshing both physical context and digital content in a seamless fashion.

However in order for mobile marketers to benefit from the SaaN ethos, there needs to be a cost effective, programmatic and scalable method for global advertisers to access this sensor network so they can communicate with audiences whom are near these sensors at any given time.

This is why we built Airmarket, the world’s first programmatic beacon platform for advertisers.

Look at the beacon sensor market today, a highly fragmented landscape of hardware manufacturers and software companies deploying beacon sensors in isolation of one another. Not only are these sensors being underutilized through minimal usage, there’s no opportunity for 3rd parties to take virtual possession of these sensors for their own benefit.

Thanks to Airmarket, we now bring harmony and unity to millions of beacons around the world. Advertisers pay to access our sensor network in a cost effective, programmatic and scalable manner which is similar to how they already buy other programmatic advertising channels including digital banner advertising and mobile video.

With Airmarket we are creating a new mode of currency for advertisers to transact with our sensor network: Cost Per Notification (CPN). Advertisers only pay when a notification has been delivered from a sensor within our network to a consumer’s phone.

By bringing unity to the beacon landscape, Airmarket is creating a single platform interface for beacon owners, 3rd party apps and advertisers to realize the power of SaaN and re-imagine how global brands can communicate with people in a digital manner based on their precise physical context.

If you’re interested in learning more about Airmarket contact us.