Introduction

The speaker introduces himself and his company, Bintu, and talks about their partnership with Gimbal to create a beacon advertising ecosystem in the US.

• Bintu is headquartered in New York and was created three years ago in Italy.

• Bintu's main focus is proximity-based advertising.

• The market for location-based advertising is growing rapidly, with more than 15 billion expected by 2018 in the US alone.

• Bintu has partnered with Gimbal to create a beacon advertising ecosystem in the US.

Unveiling of Be Audience Product

The speaker announces the unveiling of a new product called Be Audience, which includes an SDK for developers and a platform for agencies and brands.

• Be Audience is a new product that includes an SDK for developers and a platform for agencies and brands.

• The product will be rolled out starting today in beta mode and then widely available in Q1 2015.

Market Growth

The speaker discusses the rapid growth of beacon deployment and proximity-based advertising.

• Beacon deployment is growing exponentially, with more than 100,000 beacons expected to be deployed in Q1 2015.

• According to research from ABI Research, 60 million beacons will be deployed globally by 2019.

• Proximity-based audiences based on beacons are more precise in terms of understanding user intent and purchase intent.

• Demand for proximity-based audiences is growing daily, with current demand already outweighing supply.

Benefits of Beacon Advertising Ecosystem

The speaker discusses the benefits of creating a beacon advertising ecosystem for brands, publishers, and end consumers.

• A beacon advertising ecosystem can create a better advertising experience for consumers by providing recommendation-like experiences.

• Consumers can benefit from advertising, and it's important not to forget this.

• Bintu is working with Gimbal to create an ecosystem that benefits brands, publishers, and end consumers.

Programmatic Proximity-Based Audience Buying

The speaker discusses the programmatic proximity-based audience buying process and how Bintu is working with Gimbal to solve the current supply-demand imbalance.

• Bintu is assembling all the links necessary to enable programmatic proximity-based audience buying.

• They are working with Gimbal and other beacon network owners to assemble a meta-network of beacon infrastructures.

• On the publisher side, they will be testing their library in conjunction with Gimbal SDK across a set of beta partner apps.

• Once testing is complete, they will be aggressively expanding this publisher network through direct outreach to developers and partner channels like other companies with large SDKs developer base.

Creating Proximity Audiences

The speaker discusses how Bintu is already creating proximity audiences and optimizing campaigns with these audiences by buying traffic in numerous demand-side platforms in the US.

• Bintu is already creating proximity audiences with their first test publisher and optimizing campaigns with these audiences by buying traffic in numerous demand-side platforms in the US.

• They have ready buyers lined up before even compiling relatively small proximity-based audiences.

• The faster they bring on publishers to their network, the faster they'll be able to grow these audiences and share revenue from these audiences back to their partner publishers.

Integration into Taxonomies of Major DMPs and DSP Platforms

The speaker discusses Bintu's goal for 2015, which is integrating their audiences into taxonomies of major DMPs and DSP platforms.

• Bintu's end goal for 2015 is to integrate their audiences into taxonomies of major DMPs and DSP platforms.

• They will start this integration in Q1 as their publisher and beacon network grows.

• The more varied and granular their audience segments become, the more they'll be able to share revenue from these audiences back to their partner publishers.

Personalized Advertising Experience

In this section, the speaker discusses how personalized advertising experiences can impact offline transactions and how users are willing to provide data if they receive benefits from it. The speaker also explains how anonymous users opt-in through beacon sensing apps and receive personalized recommendations based on their proximity.

Benefits of Personalized Advertising

• Recent reports show that personalization of ads has an impact on at least one offline transaction.

• Users are willing to provide data if they receive benefits from it.

• End-users' participation in the ecosystem is crucial for creating value for brands, agencies, publishers, and all players in the ecosystem.

• Users like receiving personalized advertising experiences because it creates more value for them.

Opting-In Through Beacon Sensing Apps

• Anonymous users opt-in through beacon sensing apps implementing the audience SDK in conjunction with Gimbal Tourism.

• Users opt-in to receive a personalized recommendation or advertising experience based on their proximity to a beacon installed in our network.

• This data point feeds into our audience of entertainment and movie enthusiasts.

Targeting Audiences Programmatically

• Agencies can target audiences programmatically through partner DSP by selecting our entertainment and movie enthusiast audience.

• Our audience is available directly in the dashboard of partner DSPs.

• The user receives an ad for the upcoming movie premiere based on their interests.

Creating Relevant Ads Everywhere

• The goal is to create advertising experiences similar to commonplace consumer recommendations received from cable TV companies or e-commerce sites.

• Instead of receiving useless ads, users can receive relevant ads not only within our network but everywhere as well.

• This audience can be retargeted through programmatic buying on DSP so that users can receive these ads wherever they are using any mobile app.

How It Works for Publishers

In this section, the speaker explains how publishers can get started with personalized advertising by contacting bintu.com and receiving access to their development environment and API documentation. The speaker also discusses how developers can integrate Gimbal's SDK and opt-in mechanism into their apps.

Getting Started with Personalized Advertising

• Publishers can contact bintu.com to receive access to the development environment and API documentation.

• Developers who already have Gimbal's SDK can integrate our lightweight library that includes a seamless opt-in and opt-out notification mechanism.

• Developers who don't have Gimbal's SDK can integrate our audience SDK that embeds Gimbal's technology in order to identify beacons.

Gathering User Information

• Once the SDK is installed, developers need to add a simple call to a method of our SDK that allows us to gather information about opted-in users.

• This information is used to create clusters, segments, and audiences.

Closing the Loop at a Register

The speaker discusses how to close the loop at a register and generate revenue through opt-in users.

Opt-In Users

• 2.5 million installs with 2.5 million users opted in.

• Programmatic partners will distribute audiences in the market, and publishers will get an average significant CPM on any impression delivered to these users.

• Publishers can monetize even if they don't deliver a single ad.

Proximity Network

• A user can be targeted from 50 to 100 impressions per month because ads are not only delivered in your app but everywhere.

• Partner developers can choose not to deliver ads and still participate in the proximity audience network.

• The proximity network is purely incremental revenue that has no impact on user experience.

Privacy

• Obsessed with privacy, user data is anonymous, and personal identifiable information is not analyzed.

• Users are informed through opt-in about receiving personalized ads, which they would receive anyway.

• An opt-out mechanism is provided, major privacy certification will be obtained soon, and advertising complies with industry standards.

Business Case for Aeropostale

The speaker shares an interesting business case for Aeropostale apparel brand targeting teenagers or young people.

Campaign for Aeropostale

• A nice audience was created thanks to one of their partner apps called Shopping Up.

• Click-through rate (CTR) on the first ad was around one.

Passbook Integration with Gimbal's Proximity-Based Audiences

In this section, the speaker discusses how they were able to analyze the whole funnel from ad impression down to offline transaction at the register using passbook integration with Gimbal's proximity-based audiences.

Passbook Integration and Transaction Analysis

• 52% of people who saved in the past actually completed an offline transaction in an IRS store.

• The team was capable of analyzing the whole funnel from ad impression down to offline transaction at the register.

• Users can receive reminders triggered by dates or geofences, even after eight weeks.

• The team believes that smartphones are perfect for driving people to stores and creating loyal behavior.

Scalable Drive-to-Store Advertising Strategy

• It is important to build the right experience for consumers when trying to drive them to stores.

• The team believes that their partnership with Gimbal and through their B audience platform and passbook integration is a way to have an effective and scalable drive-to-store advertising strategy.

• They are looking for beta partners in order to replicate impressive engagement rates on a programmatic scale.

• They are putting out a call to agencies and advertisers seeking proximity-based and reach audiences for their campaigns in 2015.

Opportunities for Developers, Publishers, Retailers, and Brands

• They are looking for developers and publishers seeking to increase average revenue per user by adding incremental revenue streams through passbook integration with Gimbal's proximity-based audiences.

• Big on network owners can monetize their BLE devices infrastructures by becoming part of the three-player ecosystem.

• Retailers and brands can create private audiences that can be targeted through partner DSP, creating new opportunities for their partner brands and vendors to create highly effective campaigns.

• Premium app developers with massive traffic can also create their private audiences as publishers.

Opportunity to Join Beta Ecosystem

In this section, the speaker offers the audience an opportunity to join a beta ecosystem that will grow dramatically in the upcoming months. The speaker also invites those with technical questions to speak with their product people at their table and provides a quick demo of an app that is integrated with the SDK.

Joining the Beta Ecosystem

• The speaker offers the audience an opportunity to join a beta ecosystem that will grow dramatically in the upcoming months.

Technical Questions and Demo

• Those with technical questions can speak with their product people at their table.

• A quick demo of an app that is integrated with the SDK is available for interested parties.

Enrolling in Beta Development Environment

• Interested parties can leave their card and enroll to get access to their beta development environment.

Q&A Session

• The speaker thanks the audience for their time and opens up a Q&A session.