Location-based advertising and smartphones

In 2015, the smartphone penetration rate among french people increased by 12 points to reach 58%. Businesses benefit from this movement to create new uses and new advertising channels.

Smartphones and beacons

In recent years, several shopping centers equipped themselves with beacons: these are Bluetooth Smart tags associated with a smartphone and an app, allow to geotag a potential customer and send him a personalized advertisement. Thus, 250 beacons were deployed in the shopping center Les Terrasses du Port in Marseille.

Smartphones and e-commerce

With the rise of push advertising sent by beacons, smartphones applications create new uses. Among these uses, mobile payment is certainly one of the greatest revolutions in the field. Thus, from their smartphone, a user can receive a personalized offer and directly pay for the purchase with a few clicks.

This new sales channel is still at the beginnings of its growth but promises to profoundly change our consumption patterns.

“Bluetooth with low energy has made it possible for PayPal to create compelling location-based payment solutions and shopping experiences. With PayPal Beacon, shoppers can do hands-free payments and get relevant in-store offers and notifications,” — Hasty Granbery, lead engineer, PayPal Beacon

One of the biggest success: Pokemon Go

Bluetooth Smart and technological advances allow geolocated marketing but it does not mean a hit with consumers, due in part of security issues and data privacy. Yet at the beginning of summer 2016, a mobile application managed to raise the interest of millions of users: Pokémon Go.

Starting from a widely famous world, Pokémon, and by combining it with a new kind of game, mobile augmented reality, the application has built a record of user network.

For now, the application is devoid of any advertising but its potential is huge. Agreements have already been announced with McDonald’s, and this is only the beginning.

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