Adshel launches Australia's largest beacon network

Rachael Micallef
By Rachael Micallef | 2 March 2015

Adshel is rolling out what it claims to be the largest network of beacons in Australia, which will see the technology installed in more than 3000 locations country-wide.

In time, the network will give advertisers with beacon enabled smartphone apps the ability to send geo-target communications to customers.

Beacons are small, wireless devices that communicate with bluetooth-enabled smart phones within a short radius. While traditionally used in retail, Adshel's network will see the tech brought across to the outdoor company's network of advertising panels.

Initially the network is will take a “listen and learn” approach, to build data on how the technology meets the needs of consumers and advertisers. Adshel CEO Rob Atkinson said it will also be able to be used by advertisers to profile Adshel's outdoor sites and improve audience targeting.

“Adshel's Beacon network will reposition the way outdoor media is bought and sold,” Atkinson said.

“In combination with Adshel's almost 15,000 advertising panels, it will deliver advertisers more data, insights and accountability while utilising the unique engagement small format outdoor advertising offers.

“We want to continue working with our advertising partners in ways that deliver more effective campaign planning and reduced media spend wastage.”

Adshel is a joint venture between APN News and Media and Clear Channel Outdoor. The company claims its national networks reaches 92% of Australians 68 times a fortnight.

Clear Channel Outdoor CEO William Eccleshare called the launch an “evolution”

“As media agencies and advertising increasingly move towards data-aided planning decisions, we are committed to providing flexible and intelligent solutions that not only ease the buying process but ultimately deliver the campaign effectiveness and the ROI they expect,” Eccleshare said.

“The launch of Adshel's nationwide beacon network marks a key development in the evolution of our medium.”

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