Bluetooth Marketing - Right Place, Right Time

Bluetooth Marketing and/or Place-based media engages with ‘captive’ audiences – standing in an elevator, sitting in a lobby, moving through a check-out line, walking through an airport terminal, etc. Place-based media provides consumers with valuable, context-based news, information and entertainment … when they have the spare time and interest to engage. Mark French with NBC Everywhere commented at the launch of their network in January of this year: “We only want to be in a space where the audience is captive for a minute-plus.”
Delivery of place-based media often is executed as a digital flat-screen monitor in a public arena that is providing a real-time or looping set of video features, together with news bytes, time and temperature, trivia and other context-relevant information, such as building/tenant announcements. Marketers participate and support this media channel via a combination of advertising, contributed content, product placement and/or sponsorship.
The place-based-media segment has grown rapidly over the last two years. Media/advertising industry consultancy PQ Media believes that advertisers spent $1.6 billion on place-based/OOH ad placements in 2007, growing to $3.1 billion by 2011. Meanwhile, place-based media providers have recently formed an industry association – the Out-of-home Video Advertising Bureau (OVAB) – to grow attention for the space, validate the maturity of the channel and to work on pan-industry issues such as establishing audience measurement standards. MediaWeek even launched a separate section on its website to track place-based media news.
Source: Propelling Brands, Adam Needles

http://bluespotmedia.ning.com/