Connect
To Top

Bluetooth Proximity Broadcasting – next big advertising channel or SPAM 2.0?


Bluetooth proximity broadcast certainly sounds impressive when you drop it on a client in a business presentation but is this emerging technology the next big advertising channel or SPAM 2.0?

Bluetooth proximity broadcasting is just beginning to emerge in the U.S. but has found success it the Europe and Asia as a way to extend and deeper brand interactions with traditional advertising channels like outdoor and out of home.

To get you up to speed, BPC is a new way to deliver content to a consumer’s Bluetooth enabled handset.  Content is delivered through a small Bluetooth Server (about the size and shape of an Airport base station) that can be located at poster sites, retail locations, entertainment venues, public spaces or embedded in interactive kiosks. The content can be as simple as text and still images or richer media like audio samples, video clips and Java applications.

So what are the pro’s and con’s?

PROS
– It is something new and a lot of consumers have never seen it before.  At this early stage the technology can add cutting edge cache to a brand and it has a ‘wow’ factor to consumers who have never been exposed to advertising like this.
– It can be a powerful point of sale tool to extend traditional advertising channels.  For example, an outdoor billboard can give a consumer a lit of store within walking distance where they can find the advertised brand and a discount coupon to drive sales into the retailers.
– Adoption of Bluetooth devices continue to rise with sales of the Motorola RAZR and more car manufacturers installing it as a hands free system in their cars.
– It can deliver content up to 10 times faster than downloading it via a mobile network and since the content is delivered directly from the local server there are no network charges for the brand or the consumer through their wireless carrier like with SMS.
– Messaging can be highly personalized, tracking users and delivering them relevant content.
– Service provides remote monitoring via the Web so content can be updated remotely

CONS
– Requires some technical proficiency to be able to operate cell phone and active Bluetooth option on your phone
– It can be intrusive if you are not interested in the message
– Must be used in highly traffic areas with a lot of pedestrian traffic or idol time to be effective and has a maximum range from the server is 800 feet.

I think that in the end this channel will follow a similar path to other digital advertising channel where once the newness wears off the success of this channel will be determined by the quality of the content and resonance of the messaging.

You must be logged in to post a comment Login

Leave a Reply

More in Digital culture

Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

Follow Me On Instagram

 Thanks to @the_villainess for an amazing work in progress shot of the soon to be crown jewel of our collection - a huge (8' wide) commission from @tristaneaton based on the lives of @thechiclibrary and I. Can't thank him enough knowing how busy he is and I'm SO F*CKING EXCITED!!! #streetart #streetartist #streetartnyc #streetartofficial #tristaneaton #tristaneatonart #tristaneatonmural  @visionaireworld X @louisvuitton from back in the day when Kidrobot actually made art toys #louisvuitton #lv #kidrobot #visionaire #visionaireworld #monogram #louisvuittonmonogram #murakami #takashimurakami  Got a vintage @huckgee Skullleader as a new addition to the collection #urbanvinyl #huckgee #mech #robotech #robot  @thechiclibrary in full effect at New York Fashion week for the photographers tonight in @ika_editions @blackscale and @tomford #nyfw #newyorkfashionweek  Forgot to mention I got to see @huckgee new Skullhead mech work in progress which I think is one of the best pieces he has ever done. I already put in dibs on at least one. #huckgee #huckgeeskullhead #urbanvinyl
 Extremely honored to have been chosen by @ghoshal and @erondu to join 25 design leaders from AirBnB, Uber, Facebook, Slack, Google Ventures, IDEO and more for High Resolution, a 25 episode video series on design. Look for my episode focusing on creativity and leadership coming soon. @highrespodcast #creativity #leadership #design #podcast  Spent the morning with @the_chris_buck new book Uneasy which is a fantastic look at the work of one of the most creative people I know. Get your copy at chrisbuckuneasy.com #chrisbuck #photography #photographer #portraitphotography #portrait #portraits  Some days I feel like I should wear this @huckgee armor to work. #huckgee #urbanvinyl #mech #armor #toy #kidrobot #dunny  If you listen to The #CrazyOne podcast you have @lukewessman to thank for it. He gave me the push to finally launch it and it was one of the best decisions I've ever made. He is a constant inspiration, someone who makes me want to be a better man and I always feel lucky to count him as one of my friends. Thanks for the support brother. #crazyones #lukewessman #tattooartist #lag #crazyone  @nychos under scaffolding in Haight Ashbury #streetart #streetartist #nychos #streetartofficial #streetartsf
 A pile of pugs and a @steelers blanket - what else do you need on a day off? #pug #pugs #pugsofinstagram #steelers #yinz #burghproud #herewegosteelers  FYI - it's pronounced 'art' not 'toy'. These @huckgee pieces are hand made and can take up to a year to produce. #huckgee #robotech #mech #robot #urbanvinyl  Happy Valentines Day to @thechiclibrary - love of my life fierce and true. #chic #nyfw #fashion #love  Because of Snowmaggeddon in NYC I'm having to do my meetings from home today and apparently everyone thinks they are a Creative Director in this house. #pug #pugsofinstagram #design #creativedirector #puglife #designer #dogismycopilot  @huckgee amazing work in progress #urbanvinyl #huckgeeskullhead #huckgee

Copyright © 2015 Stephen Gates