AdEye Mobile is a mobile media house that uses Bluetooth technology to target mobile ads, games and other content directly at consumers. Its AdEye device can be placed on billboards and shop windows and alert passers by if they want to receive ads or content. AdEye provide the whole mobile experience from when the consumer responses to the Bluetooth invitation to visiting a mobile site with more information about the offer.
Working with JCDecaux, the world’s number two supplier of outdoor advertising, AdEye provides compelling mobile solutions for billboard advertisers. The first installation sees Sony Ericsson billboards in Scandinavia with the AdEye device.
AdEye selected Bango Analytics so it could measure the response rates for the billboard ads. “We want to understand more about who was clicking through – what network were they on, what device did used, how they responded to the offer, what they did next?” said Tommy Jensen, CEO of AdEye. “Bango Analytics gives us this level of detail which is really invaluable to our clients."
During the trial AdEye ran on billboard advertising for Sony Ericsson, 32.9% of the users that made a Bluetooth request went to the WAP campaign site. Analysis of users in Denmark showed that those on the Telia network were four times as likely to respond as those on TDC - 47% of responses came from the number three mobile operator, Telia, while just 29% came from the largest operator, TDC. Another surprise was that people with Nokia handsets also responded to the advert for Sony Ericsson phones, so there’s an opportunity to win over those with Nokia’s handsets with the right marketing.
Bango Analytics not only gives information on the number of visitors but it also lets AdEye drill down into more about each visitor – their country, network, handset and assigns a unique user ID so their behavior can be tracked after that.
The AdEye device doesn’t push content to the user, instead the user opts in to any advertising. Passing consumers receive a Bluetooth alert asking if they want to receive a promotion and respond with the security code embedded in the message. AdEye then sends a WAP Push message to take consumers to a mobile website where the promotion is displayed. Data from Bango Analytics showed that 33.6% of the users visited the WAP campaign site more than once.
The mobile phone number for all those that responded to the promotion are available for further marketing promotions. “Because we now know something about the profile of those that responded, we can make sure future marketing is tailored to users’ interests,” concluded Jensen.