The effectiveness of traditional advertising shown by the numbers

They were fashion beacons in the years 2013-2016 and this is a topic that we have covered a lot on this site. Since then, we haven’t talked about it much, but it’s a mistake. can be seen with William Tasitofounder of Kairos Fire Corporation, says that these little cues (literally, “signals”) solve a mystery as old as marketing: the effectiveness of traditional advertising.

Beacon technology demonstrates the effectiveness of traditional advertising

Beacons solve the age-old ROI dilemma of traditional advertising, described by Byron Sharp in How Brands Growth

Around 2014, the beacons were set to revolutionize driving for storage. However, initiatives that were presented as good practices at the time, such as the iBeacons that were supposed to make them work, have failed.

We’ve lost sight of these technologies a bit since then, with a slight deviation from Facebook in 2016, somewhat spooking advertisers, and we thought beacons were dead and buried. And we were so wrong!


Transparency: This podcast is produced in partnership with Mobile screen and Kairos fire. We wrote this a ticket With us Goal usual of independence and of originality.


Measure the impact of offline campaigns from drive to store

Beacons is a written case ofCooperat Technology due to our hindsight now. In this podcast, Guillaume Tassetto examines the history of these technologies.

It all started with the mention of iBeacons at Apple’s WWDC in 2013.

This resulted in nice buzz We also often find on Tech with advertisements, somewhat emphatically, about the deployment of these iBeacons, particularly on the posh and famous Regent Street in 2014. In this interview taped on Digital Marketing 1 to 1 in 2014, Philippe Leclerc of Ad4screen Description of this project.

But if the industry is enamored with these advertising influences, technological innovation is proceeding at its own pace, which is very different from the mainstream media.

beacons
Beacons are posted by Kairos Fire customers

The limits of the first generation stations

First generation stations focused on geofencing and focused on one data: the visit to the point of sale. “The main weakness of first-generation signals is the number of mobile apps that have integrated the SDK for box detection,” explains Guillaume.

Each distributor wanted to rely on their own application and the traffic was not there. Nor promise first generation beacons.

Here is one of the reasons why it failed.

Kairos fires restart beacons by changing the way

William Tasito

But since 2018, Kairos Fire has set out to measure the impact of media investments in the physical world, by subcontracting distributors to deploy boxes (beacons) at each of their points of sale.

These boxes are the size of a matchbox, are self-contained, run on battery power for 5-10 years, and come activated. Merchants only have to stick it at the entrance to the stores with double-sided tape

The scalability of the solution is thus made possible thanks to this new approach.

Beacons to measure the effectiveness of Drive to Store campaigns

“Allianz is a big TV advertiser. However, they have never before measured the impact of their TV campaigns on traffic in their agencies” explains Guillaume.

The Kairos Fire platform allows distributors and advertisers, thanks to partnerships with telecom operators, to reconcile the fact that a person who came to an agency was or was not exposed to the advertiser’s TV ads.

Kairos fire provides this advertiser with a return on investment at the end of the campaign, that is, the number of Euros generated in the agency for each Euro spent on the ad campaign.

beacons
How beacons work in 6 steps Summarize how kairos fires reconcile ad display with store visits (statistically)

The data that optimizes all of their omnichannel campaigns

This compromise mechanism between ad exposure and store visits also applies to poster campaigns by posting the same signals as those installed in stores, on billboards.

For the flyers, Kairos works with the Iris region (INSEE divides France into regions with 2,000 households, these regions are called Iris). “We are able to associate a residential iris with each identifier. This level of detail is sufficient, because it is the level that advertisers use when they run,” adds Guillaume.

Campaign analysis also makes it possible to infer the remaining period: the number of days during which campaigns have an impact

The media outside the home is often criticized for its environmental impact.

“Lots of billboards that have never been seen before are being bought by people who normally go to stores. This is clearly bad news for the planet.

Doing this reconciliation by identifying these iris regions helps improve performance by spending less on media

Market Will Explode With Falling Flyers And “Oui Pub”

We talk a lot about canceling flyers, and the famous Oui Pub. The prospectus will become more and more digital.

For the environment, introductory flyers are disastrous. But from a societal point of view, they have a certain benefit. Many French families, very modest, rely on these publications to do their shopping and feed their families.

The topic, not outright abolition of the prospectus, is rather to stop mismanagement: to stop distribution in areas that are no longer effective enough

And now international

Kairos fire already operates a Walmart subsidiary in Mexico, and young French photography has clients in Canada and Italy. “Little by little, we’re weaving our web,” explains Guillaume, “our ambition is international.”

What a long way since these first attempts on beacons and contrary to what we thought then, France wasn’t far behind!

Jan Gurvenick
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