Devicescape has launched a proximity marketing solution capable of serving engagement messages directly to consumers’ smartphones, at any location with Wi-Fi.
Already carrying commercial campaigns for top consumer brands, Devicescape Engage brings immediate scale to proximity marketing by augmenting ordinary, pre-deployed Wi-Fi access points with beacon-like functionality.
The huge collection of access points within Devicescape’s global Curated Virtual Network (CVN) can now be used to by brands to establish consumers’ presence in millions of popular locations, and to trigger the delivery of highly targeted engagement messages in the form of lock screen notifications.
Entirely software-based, requiring no new hardware and no modification to existing infrastructure, Devicescape Engage positions the CVN as by far the single largest proximity engagement platform in the world.
“Brands want to engage with consumers directly in as many popular locations as possible but they have always been restricted by limited beacon availability,” said Dave Fraser, CEO, Devicescape. “The great benefit of Wi-Fi is that it’s everywhere. Devicescape Engage delivers the beacon experience, today, across a single footprint that would take ten years and many millions of dollars to match with beacon deployment.”
Commercial campaigns in leading retail, hospitality, and leisure locations have already returned click through rates in excess of 13%. Such high levels of engagement — often in locations where proximity-based messaging has not previously been possible — illustrate the scope of the opportunity Devicescape Engage will enable leading brands to unlock.
The solution is said to be effective in its ability to achieve high engagement returns from a low volume of messages. Notifications are only delivered to consumers in the precise locations where engagement is required, relieving both brands and consumers of the frustration caused by poorly targeted, irrelevant mobile advertising. Strict per-user volume caps further protect the user experience.
Devicescape Engage is commercially live in the UK, where it is already carrying campaigns for leading consumer brands, to be announced in due course. A U.S. launch of the solution is scheduled for later in 2017.
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