Adcentricity, a location-based marketing company headquartered in Toronto, has announced the acquisition of Media 2 Go International Inc., a Vaughan-based company with proprietary patent pending Wi-Fi and Bluetooth-based proximity marketing technology. With the newly acquired technology, Adcentricity has added the capability of broadcasting multimedia promotional content directly to any Wi-Fi or Bluetooth enabled mobile device. The new feature called ADAir will add to Adcentricity’s already robust location-based digital media management platform ADCentral.
Location-based marketing, including the data and activity that surrounds it, is quickly becoming identified as key to consumer influence, CRM and shopper marketing initiatives. Proximity marketing is a natural extension of location-based marketing, as it connects a location directly to the consumer. Adcentricity effortlessly allows brands to execute and respond to localized events and activities, and scale from one location to tens of thousands. With the addition of Media 2 Go’s proprietary technology, brands will be able to directly target individual consumers by broadcasting their message through a Wi-Fi or Bluetooth signal.
“This adds a new level of consumer engagement. We can now upgrade a passive digital screen to an interactive digital experience, delivering relevant content to a consumer’s mobile phone, in proximity to the digital screen. Consumers get an enhanced brand experience and advertisers get quantifiable results and measurable return on investment,” said Doug Woolridge, CEO. “Advertisers and brands will now have the ability to target consumers on their mobile devices when they advertise on digital out-of-home screens through ADCentral.” added Woolridge. Consumers can opt in using Wi-Fi or Bluetooth and receive coupons or ads on their phones while they shop. The immediacy of linking offers to locations drives consumer purchases.