Beacons could mean optimization opportunities within open networks Scartz discussed Eddystone, an open tag format from Google, and the opportunities to serve content to users based on their location and past history. “With Eddystone, we have for the first time an open beacon platform with an opportunity for scalability,” he said, pointing to retailers like Walmart, which may have struggled to gain traction. scale with beacon deployments to date, as they only partially work within this particular store network setting. If, however, Eddystone takes off, brands have the ability to offer content in an open format, which he says then raises the question of which content rises to the top.
Advertising Continue reading below For example, with Eddystone, a brand like Samsung could rent space on a beacon image masking service network from a retailer like Best Buy to deliver content to consumers in-store. Additionally, according to Matthew Davis, vice president of marketing at mobile analytics platform Reveal Mobile, Eddystone allows tags to serve URLs not just tag IDs and tag exposure data. on the mobile web could create more opportunities to leverage tag data for SEO. Additionally, Scartz highlighted the Proximity Beacon API, a cloud service that allows users to manage data associated with their beacons, which he says means brands will be able to detect nearby beacons and serve web content users and SEO will be a factor. once there is enough content on the same beacon network that it needs to be prioritized, he added. “I really see the business ramping up in the next 12 to 24 months.
Everyone is hungry for this. Everyone wants to tap into some kind of proximity communication and they want their content to be at the top of the list,” Scartz said. “If you're in a crowded space in an urban area or a mall, manufacturers are clamoring to have their share of digital shelf space…the next layer is going to be – as we enter the world of beacons in open network like Google - we're going to start seeing different modes of content delivery that don't necessarily require hardware changes, but will require OS updates and I think based on that and hunger retailers and manufacturers, Advertising Continue reading below 8. Tags could serve as an alternative in attribution and better inform retargeting and SEO As retailers deploy beacons in the tens of thousands, they're building the physical equivalent of a network of digital tracking pixels, Davis said.