Hakuhodo Tokyo has launched Activation Ad wirelessly synching smartphone apps with ads
Activation-Ad is a totally new online-to-offline (O2O)* advertising solution that propels consumers into action by alerting an app on their smartphone from a real-world ad — whether outdoors, on transit, in store, or in the form of direct mail — and pushing a message to them just as they notice the ad. This solution seamlessly integrates advertising media and user media by taking beacon technology compatible with Bluetooth Low Energy short-range communications and combining it with the Hakuhodo Group Tokyo’s knowledge of advertising and marketing and expertise in utilization of smart devices. Activation-Ad is offered in cooperation with Access Co Ltd.
With competition heating up in the smartphone app market, many apps fall dormant as users cease to access them. The challenge is how to give such apps a new lease on life. By updating existing smartphone apps so they’re beacon technology compatible, Activation-Ad enables you to prompt users to access them again using push notification technology. It thus rescues dormant apps from obscurity and turns them back into valuable assets.
Until now apps with a push notification feature have been unable to tailor the information sent to the user’s present situation, presenting a major bottleneck to the provision of online-to-offline (O2O) services. Activation-Ad is a marketing optimization tool that pushes a customized promotional message to the user as they approach an ad on the street or enter a store and come within proximity of the product.What’s more, by collating behavioral data on the user gathered by the beacon (time, location, frequency, reaction to message) with user information obtained from the app, the technology makes it possible to send a message better tailored to the user’s
behavior and attributes.
Hakuhodo, Hakuhodo Product’s, and Hakuhodo i-studio will continue inventing advertising and marketing techniques that incorporate the finest in digital technology, thus delivering solutions designed to optimize the client’s overall approach to marketing.
*Online to offline, abbreviated “O2O,” refers to the impact of online behavior and information on offline behavior (whether in store or elsewhere). With the spread of the smartphone, clients’ O2O needs have increased as they seek to attract real-world shoppers via their website.