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Mondelez, Coke Testing Beacons

  • The Drum, Thursday, February 12, 2015 10:30 AM

Marketers' eagerness to fit beacons everywhere they can has meant many have got ahead of themselves but there are some who are looking to make progress by retargeting online ads to shoppers based on items they have been looking at in-store. For every full-store rollout or test pilot, advertisers’ beacons focus almost always revolves around pushing location-based messages to shoppers’ smartphones while they shop. It has left many of those same brands stymied as to how and where the technology fits within their advertising arsenals, a point reflected in the reluctance of many to commit more resources to the channel.

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