Re-targeting vs Beacon-Based Re-targeting: What’s the Difference?
Why Beacon-Based Re-targeting is of utmost importance Nowadays
2. Mobile internet accounts for 70% of global media consumption – Over the span of 2016, mobile internet has been reported to have grown at a very fast pace at the expense of all other media. According to a forecast by Zenith’s Media Consumption, mobile internet accounted for 70% of global media consumption, while the use of a desktop for internet has fallen by close to 16%. The report also stated that on an average, people around the world were estimated to spend 86 minutes a day using the internet on their phones, compared to 36 minutes on a desktop in 2016.
Thus, while re-targeting in general was aimed at delivering ads to users based on the kind of websites they visited on their desktop, the recent change in trends that saw mobile overtake desktop as the preferred device for internet consumption has left businesses on the lookout for a much advanced re-targeting technology that can put the ‘location’ factor into use as well. This is where beacons come into the picture.
3. Number of proximity companies starting out has been on the rise since 2015 – While the main boost happened after the release of the iBeacon in 2013, 66 new Proximity Solution Providers (PSPs) were founded in 2016 up until Q3, according to Proximity Directory Report Q3 2016. Adding on to that, experts predict that we will continue to see a number of new players come into the industry with innovative products in 2017 as well.
In fact, this steady growth in the number of proximity companies has made beacon-based re-targeting a powerful and more viable approach to push online advertising forward. Particularly because of the sheer volume of data that beacons can provide businesses with these days. Moreover, a lot more marketers have begun to understand the true value of location data today.
4. Beacons provide more accurate and reliable location data compared to GPS and other location tech – To give you a better idea about the kind of granularity possible with beacons, let’s take a look at this – Using GPS a business can easily track if a user is in New York or Manhattan or SoHo. But beacons can help businesses learn if that user is actually in a store, if so in which department and for how long.