Point Inside launches a new 'Indoor Mobile Ad Platform' |
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Point Inside launches a new 'Indoor Mobile Ad Platform'
A mobile Nordstrom ad
Location based services has got be one of the hottest technologies of 2010. In fact, I'll be moderating a panel on the topic next Tuesday night on behalf of the Northwest Entrepreneur Network. One of the scheduled panelists that night is Point Inside CEO Kevin Foreman, who today is rolling out what he dubs an Indoor Mobile Ad Platform. What's that?
The company -- which last November introduced a new mobile application that allows shoppers to browse interactive maps of shopping malls -- today is showing off how retailers can now target ads within the iPhone and Google Android apps. Foreman says that's especially powerful, since retailers can promote their offerings while shoppers are within shouting distance.
“Gone are the days of wasting costly ad impressions on consumers who aren't within 100 yards of your store,” said Foreman.
Several retailers -- including Nordstrom, American Eagle Outfitters, Kate Spade New York and Takken's Shoes -- are already using the app to showcase sales or events. In fact, over President's Day Kate Spade New York offered an additional 10 percent discount to people who had the ad on their phones.
I've run into this situation before, though I must admit it didn't occur at Kate Spade. It was at a local Italian restaurant which was offering a special anniversary discount. I forgot the printed coupon, and as a result attempted to show the waiter my phone with the coupon on the Web site. (My wife was slightly embarrassed by this behavior). The waiter was perplexed too, but in the end he granted the discount.
As more consumers start carrying around GPS-enabled smart phones, you'll start to see more activity in this arena. In fact, the mobile check-in service FourSquare is an experimental ground for this as local merchants reward some of their best patrons with discounts.
The new mobile ad service from Point Inside allows retailers to create an ad, decide on its duration and then publish it to a selected shopping mall map.The campaigns start as $1.50 per day.
The Point Inside app is currently available for more than 500 malls across North America, helping shoppers find their way to stores, bathrooms, ATMs and more. (Editor's note: Figure above has been updated.) Those include more than a dozen shopping malls in Washington state, including Alderwood Mall, Tacoma Mall, Redmond Town Center and University Village,
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