Right Place, Right Time - Bluetooth Marketing

Another interesting article find on the approach of Place-based media as a marketing channel;
I’ve recently been working with a venture team that is focused on an interesting and rapidly-growing new communication medium. It is known by many names. I prefer to refer to it as ‘place-based media,’ because it is more appropriate to the overall goal of the medium – i.e., ‘right time, right place’ – but digital ‘out-of-home’ OOH advertising has strong traction as a term, as well.
Place-based media is an interesting medium that is garnering a lot of current attention. In the past year, for example, NBC launched its NBC Everywhere division to chase the opportunity with the division’s general manager, Mark French, commenting that “media has become very fragmented. People are consuming media in a variety of different settings.” NBC’s goal is to be wherever people are ‘consuming’ media. CBS, meanwhile, acquired SignStorey, which had built a network of place-based screens in more than 1,400 grocery stores across the United States, for $71.5 million in cash, and has subsequently rolled it into CBS Outernet.
Why is there so much interest in this space? And why should you, as a marketer, care?
Place-based media presents a unique opportunity for marketers to engage with consumers in a non-aggressive, entertaining and informative fashion. It reaches consumers as they are making decisions relative to specific categories of products and services. It grabs consumers’ attention as a new, interruptive and non-saturated communication channel. And it offers precision of category, subject-matter and geographical targeting that is often not available via other mediums.
Sounds like the holy grail of marketing, right?
As with any new medium, place-based media has its plusses and minuses. Next week are some thoughts and guidelines on understanding this space and on engaging place-based media as part of your next marketing campaign …
Source: Propelling Brands, Adam Needles
http://bluespotmedia.ning.com/