There’s a problem emerging in marketing.

The number of connected devices in the world is increasing dramatically – an estimated 30 billion by 2020. Each device generates data points every second of every day.

This isn’t just online, browser-based behavior data collected anonymously. Not anymore.

Our devices go everywhere with us. They’re personal and tied individually to each of us.

This means, as marketers, we can now use location data to glean so much information at a one-to-one level about consumers – where they go, what they do, offline purchase habits and much more.

By itself, this obviously isn’t a problem. In fact, it’s great. We can capture so many more detailed and contextual insights on consumers to power marketing and advertising that’s relevant. Finally.

The problem is that using all this physical world data is hard.

Mastering Location Data Isn’t Easy

There are hardly any tools to collect location data. Organizing all this data is equally difficult.

And even if you have managed to both collect and organize the data, if your tools for collection aren’t integrated directly into a marketing platform, then it can be tough executing against that data.

In short, you may never get to actually use location data to run any kind of relevant, personalized marketing. Your time wasted. Your efforts all for nothing.

Because here’s the reality. While understanding a consumer’s digital footprint is important (i.e. what websites they visit, where they click), if it’s not paired with physical world data (their actual footprint), then as marketers you’re missing out on a massively significant portion of consumer activity.

8% of all commerce happens online. That means a staggering 92% of commerce still takes place at physical locations across the world. And if you’re not harnessing that data, then you’re really only viewing 8% of the entire picture.

We really want to fix that.

In order to fix this, you need to harness the power of always-on location data.

We call this Location 2.0

Location 2.0 represents a new marketing paradigm that, if harnessed correctly, provides marketers with the ability to use real-world triggers to personalize marketing and advertising efforts.

Imagine not having to rely on anonymous, 3rd-party audience segments that might contain the people you’re trying to reach.

Instead, imagine building custom audiences continuously – every time someone takes a physical world action that provides a clue to their purchasing habits.

Unlock the power of Location 2.0

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Once you’ve purchased them and placed them about your location (store, arena, OOH asset, etc), there’s little else you have to do.

No complicated installation. No confusing configuration. No frequently recurring maintenance. Just deploy them where you want and you’re ready to start powering your marketing and advertising efforts with location-based triggers.

There’s only one expected scenario where a beacon requires maintenance after deployment: when they need a change of battery.

Depending on the use case, battery life might not be all that critical (maybe you’re deploying beacons for a particular event, or for only a set amount of time). However, in many cases, having to continually monitor power drain and replace beacon batteries – especially in large-scale enterprise deployments – can be a massive and unnecessary undertaking.

A Better Beacon

At Gimbal, we wanted to remove this unnecessary hassle. Which is why we’re very excited to announce the launch of the Series 22 Beacon, featuring the longest battery life of any beacon we’ve ever created.

Four years to be precise. Transmitting every 100MS. Running 24 hours a day. And configurable to last even longer, if needed.

The Series 22 Gimbal beacon, the latest and most power-efficient beacon in the Gimbal product line.

With four years of battery life, you can deploy beacons across your locations at a massive scale that requires little-to-no maintenance. The longer the battery lasts, the more time and money you save avoiding costly replacements, dramatically increasing the return on your investment.

Zero Hassle From the Start

While long battery life is the defining feature, the S22 also enjoys the same conveniences as our other proximity products.

Namely, Gimbal beacons never need configuration and are uniquely identifiable by the Gimbal SDK straight from the factory. This makes it easy for you to keep track of each unit in bulk.

Each beacon features dual-sided industrial tape and is water resistant. When the time finally comes to replace the batteries, removal is a breeze.

Reliable Location. Deeper Insights

Many use cases require precise location in order for the application experience to trigger as expected. When the signal consistency fluctuates it can result in false positives or negatives, causing the application to trigger at the wrong time. Gimbal’s unique antenna design was developed by Qualcomm engineers to transmit a reliable signal – always.

As with all other Gimbal beacons, the S22 enables best-in-class mobile app detection to collect location data regardless of whether or not the app is actively being used. The result is a richer understanding of your user’s behavior as the data you collect is accurate and comprehensive.

The other beacon models in the Gimbal fleet.

Gimbal’s extended product line continues to combine leading hardware design and beacon firmware with comprehensive, enterprise-grade management tools to create the best digital-to-physical bridge and enhance location and proximity-triggered mobile engagements.

The Series 22 Beacon is available now for purchase at the Gimbal store.

The post Introducing the S22 Beacon Featuring Best-in-Class Battery Life appeared first on Infillion.

And as good of a fit the two might make, beacons have always held the promise of something more – however elusively.

A beacon is a signal. It transmits data and corresponds with connected devices that it has permission to “see.” A beacon can report on when a device arrived at a location, where it went during its stay, when it left and how long it stayed.

For something so small, it’s really quite powerful.

When Gimbal and The Mobile Majority came together late last year, we saw an incredible opportunity to reimagine how we can use proximity hardware (like beacons) for the purpose of advertising. Our first idea was to use beacons (and geofences) to track in-store foot traffic after mobile ad exposure. This led us to develop Arrival: Dwell-Based Attribution. 

Today, I’m very pleased to introduce the second product of our combined offering: Beacon-Powered Mobile Ad Campaigns.

Innovating Out-of-Home Advertising

Beacon-powered advertising functions as a unique form of out-of-home retargeting.

Here’s how it works…

You deploy beacons at your OOH location like a billboard or bus stop, transforming your physical asset into a digital one capable of collecting valuable data. By computing the exact proximity of nearby users to the OOH asset, you can know with near-certainty whether or not that person was exposed to the OOH ad.

By collecting more data points on nearby users over time, you end up with a custom audience built by real-world data that only you can access. The mobile devices of people exposed to the OOH ad can now be sighted through Gimbal’s mobile SDK and made available immediately for retargeting purposes and audience extension campaigns.

Within moments after seeing a billboard, an exposed consumer can be served a corresponding mobile ad programmatically.

It’s a great way to continually reinforce a physical message with digital media.

Traditional mediums like radio and billboards are effective for top-of-funnel marketing objectives like awareness but are notoriously difficult to measure. Beacon-powered campaigns now provide an extra layer of interaction to consumers who can choose to engage with a mobile ad later in the day when they are no longer in transit.

Audience Insights? Yes, Please

Interaction and advertising aside, beacon-powered campaigns also provide you and your customers with valuable insights about your audiences – even before running a mobile campaign.

You can gather intel on the types of people that frequent your OOH locations and how often they come, and importantly where else they go. All of this loops back to inform and better your OOH strategy.

You can also gather insights on the types of people that responded to the mobile ad after your campaign, including whether or not they visited a location (through visitation attribution).

How to Get Started

If you’re an out-of-home agency looking to extend your campaigns with beacon-powered mobile advertising, employ visitation attribution, or simply understand more about the people that view your ads, we’d love to hear what you’re working on.

The post Let’s Reimagine What Beacons Can Do For OOH Advertising appeared first on Infillion.

JERICHO, NY AND SAN DIEGO, JUNE 20, 2017 — Kube Systems, the provider of mobile device charging solutions, has recently partnered with Gimbal to bring location-based marketing to the guestroom via the Kube Essentials multi-device charger. Hotels can leverage Kube Essentials together with Gimbal to engage customers by offering promotions and other contextual notifications to their mobile devices. The service allows the hotel to drive revenue by vastly improving the consumer journey, both inside and outside the hotel room.

Kube Essentials with Gimbal built in will be on display in Booth 2435 at HITEC, to be held June 26 to 29 at the Metro Toronto Convention Centre.

“At Gimbal, we enable best-in-class location technology to power mobile marketing,” said Paul Malcangio, Gimbal Senior Director of Enterprise Sales. “Our goal is to help hotel marketers communicate to specific individuals with contextually relevant messaging. By connecting to the hotel’s mobile app – which includes the Gimbal SDK – we can send targeted offers to guests that will enhance their stay experience.”

Since 2011, Gimbal has helped brands across a range of industries reach their mobile advertising and marketing goals. In the hotel environment, Gimbal will deliver custom content to guests’ using a smart combination of mobile apps, beacons, and geofences.

The Gimbal beacon model lineup, including the U-Series 5 used in the Kube Essentials product.

“To our knowledge, no hotel today is using beacon technology in the guestroom,” said Dave Weinstein, Kube Systems Vice President. “We approached Gimbal to see if they would embark on an integration partnership to embed their beacon into our newest in-room charging solution.”

“With some major hotel brands now using beacons in public spaces, we wanted to make available a unique solution that would enable the same technology to be deployed in guestrooms,” Weinstein said. “Today, any hotel running the Gimbal beacon in conjunction with their mobile app can place Kube Essentials in their guestroom. Not only will it add location-based marketing services to the room, but it will give guests a place to charge ALL their mobile devices, including laptops. Better yet, it’s more affordable than most comparable devices with more charging capability than any solution on the market. And, it’s small enough that it won’t clutter the bedside.”

Kube Essentials sports built-in charging cables – one Apple Lightning and one Micro USB – that are upgradeable to next generation charging formats. For example, the Micro USB cable can be upgraded to USB Type-C (reversible plug capability). It also features two USB Ports and an optional wireless Qi charging pad that enables guests to drop and charge their compatible mobile device on a large four-inch surface.

“We invite HITEC attendees interested in seeing the latest in mobile-device charging and the hospitality industry’s FIRST beacon application for guestrooms to visit us in Booth #2435 at HITEC,” Weinstein said.

About Gimbal
Gimbal is the industry’s only open and independent platform for the aggregation and execution of consumer data. Through a combination of proprietary hardware and software, Gimbal enables brands, media agencies, marketers and enterprise clients to substantially improve the relevancy and effectiveness of their marketing communications.

About Kube Systems
Kube Systems designs, manufactures and markets unique technology solutions focused on the hospitality industry. Its solutions blend innovation with intuitive technology to enhance the guest experience. The Kube Systems suite of products combine the convenience of multi-device charging with portability, streaming audio playback and time keeping. Kube Systems is part of the Ramler International Group. With over 65 years’ experience, Ramler International is renowned for its leading hospitality furniture of original and contemporary design. More information is available at www.kubesystems.com and ramler.com.

The post Kube Systems and Gimbal Work Together to Improve the Hotel Experience appeared first on Infillion.

“What happens after a person sees an ad?”

You’ve seen this question before, time and time again.

“Where do they go?” “What do they do?” “What do they buy?”

Each year, the advertising industry gets closer to answering these questions. But we still aren’t quite there. Current attribution solutions either don’t have the necessary breadth and depth of data to produce truly useful insights or are too concerned with digital and not physical outcomes.

We must remind ourselves, nearly 92% of all commerce still takes place offline.

Which is why when we married the advertising technology of The Mobile Majority together with the location and proximity hardware and software from Gimbal, we knew we had the opportunity to build something truly special in the realm of location-based, in-store attribution.

Today, we’re extremely excited to announce the premier product of our newly integrated technology, Arrival.

Next-Generation Attribution

The hint at what makes Arrival different from other attribution solutions can be found in its name.

Dwell.

Dwell-time is a metric we technically came up with, but it means what you probably think it means.

Dwell-time is simply how long a person stayed at a particular location.

Typically, in-store attribution models rely on data collected from the bid stream to determine whether or not a particular device visited the store after receiving an ad.  When you rely on bid stream data for attribution, you’re only relying on a “snapshot” of consumer’s activity. There’s no way to confirm when that person arrived, how long they stayed, or when they left.

How It Works

Arrival utilizes always-on location data collected from our proprietary location SDK.  That means as soon as a consumer enters a location where either a geofence or beacons (or both) have been deployed, location data is continuously collected, logging that person’s entire visit.

This is incredibly important for determining meaningful visits. Visits that are too short for significant action to have taken place shouldn’t be attributed to ad spend. And visits that last longer than six hours are immediately flagged as employee activity and thus ignored.

The end result is a visit that is verified, accurate, and rich with insight.

Get Granular

Beacon-based attribution unlocks an even greater level of insight. By deploying beacons (at no additional cost to you) in locations of choice, you can track consumer proximity to key locations within those venues.

What departments or aisles did a person visit after seeing an ad? Did they make it to the checkout counter? Or did they simply browse the store’s selection before walking out without purchasing?

Answers to these kinds of questions are critical in measuring the return on your advertising investment.

Get Started with Arrival

Sample Arrival report – available with all Gimbal media campaigns.

Advertisers have long sought to close the loop on physical actions people take after viewing an online ad. Arrival signals a leap forward in that mission with its ability to map the entire in-store consumer journey.

Finally, you can gain visibility into the physical outcomes of the people who matter most to you and your brand and attribute those outcomes directly back to your advertising spend. This is attribution on steroids.

The post Announcing Arrival: Dwell-Based Attribution appeared first on Infillion.