Danoo combines proximity mobile marketing with its digital screen ads

Advertiser Danoo specialises in digital screen advertising, placing monitors in places like cafes or airports, where people will be queuing. I’m sure you’ve seen screens like them before - ads constantly scroll across the screen, almost hypnotically. Danoo has announced that they’ve taken the next step in this kind of advertising, by implementing bluetooth tech into the screens, so that viewers can download content on-site.

The step Danoo has taken is actually pretty simple - by including the wireless tech with their digital screens, it allows consumers to immediately download anything they see on the screen that interests them. The instructions for downloads can be simply display on the screens.

Danoo has done some trials with this tech in 39 locations in Los Angeles for ABC, Electronic Arts, HISTORY. Part of the benefit of this kind of campaign is that it’s completely measurable, and Danoo published some of their results:
- roughly 10% of people who observed the screens had their Bluetooth turned on
- 28% of those chose to download.
- That means roughly 3% of people who were in a Danoo advertising location downloaded content.

Blue Bite provides the wireless tech for the campaigns, which Danoo hope to have running in 200 locations in Los Angeles and New York by July 1st.

From the release:

“In talking with marketers, we frequently hear they are looking for ways to create localized, one-to-one relationships with consumers,” said Aileen Lee, CEO of Danoo. “We have a great opportunity here - we are in people’s favorite places, when people have their mobile phones in their hands and the time and interest to engage. Seeing the great results from these campaigns, it feels we’ve really hit on something – we’re delivering an experience that engages the mobile consumer in a grassroots, measurable way.”

Chris Moseley, Senior Vice President of Marketing, HISTORY, said: “We were happy to participate in Danoo’s mobile test for our new series LIFE AFTER PEOPLE. We’re always looking for new and creative ways to showcase our product and connect with consumers, and mobile is an increasingly important medium for communications.”

“At EA, we know that driving and capitalizing on interest in our games prior to their release is critical to a successful launch,” said Carolyn Feinstein, the Group Vice President of Consumer Marketing at EA. “Danoo helped us get relevant content into the hands of thousands of gaming enthusiasts leading up to the game’s launch – a critical step in driving day one, week one purchases. At a time when everyone is looking for ways to be more efficient and prove ROI, this is an inherently measurable medium through which we can reach significant numbers of gamers.”

What we think?

This is very similar to the Outcast solution - except it uses bluetooth to deliver content instead of SMS to deliver coupons. I know from experience that I’m one of the people in great danger of being hit by a campaign like this. If I’m in a long queue (especially if it’s still morning), I can’t seem to drag my eyes away from digital screen advertising. Many people are the same - so the ads already have your attention AND your time. If the process of downloading is displayed clearly and easily, and the content is actually GOOD, I can really imagine getting my phone out of my pocket for this one.