Allure and its Christie Experiential Network (CEN) team, leaders in creating engaging experiential Digital Out-of-Home (DOOH) solutions, is pleased to announce their data driven analytics solution for advertisers powered by Thinaire’s proven proximity engagement marketing technology platform.
Adding the proprietary Thinaire mobile engagement platform will enable CEN’s brilliant, animated digital posters and experiential displays to serve as launch pads for dynamic mobile advertising and experience-based marketing campaigns for ad agencies, DOOH buyers and theater owners. CEN has begun a phased rollout of Thinaire’s mobile consumer engagement capabilities across its fully integrated, DOOH advertising network in theater lobbies in North America.
The Thinaire-enabled CEN digital displays will seamlessly integrate and communicate through Internet of Things (IoT) technologies – such as Near Field Communication (NFC) tags, beacons, audio and video – to provide deeper brand engagement by wirelessly connecting to consumers’ mobile devices at a moment of interest. Advertisers and marketers can monitor and analyze consumers’ responses around their displays in a single or multiple locations, providing maximum impact for their campaigns.
“Fragmented mobile marketing technologies leave brands unable to get a truly unified view of a consumer’s journey. Thinaire’s support for all IoT tech-enabled marketing brings automated mobile engagement, messaging management and analytics into a unique cloud product,” said Michael Ventimiglia, Chief Product Officer, Thinaire. “We are excited that Allure and CEN selected us to help them tap into the unique and innovative CEN DOOH advertising network to connect brands and studios with consumers on their most personal and most relied upon devices…their mobile phones.”
“The biggest challenge faced by advertisers today is engaging with the consumers beyond the moment of initial contact. It’s one thing to create a dynamic digital display that captures their attention, it’s another to know whether you’ve persuaded them to take action,” said Kevin Romano, EVP of Global Media at Allure. “Thinaire-enabled CEN displays monitor and analyze nearby activities. Using intuitive algorithms, they connect with consumers in the real world through their mobile devices, to identify and deliver a tailored experience based on dynamic data points. This results in more relevant, contextual incentives to drive desired actions.”
Romano continued: “For example, if a consumer pauses long enough near a digital poster of an upcoming movie, they might have its trailer pushed to their mobile device, after which their favorite app launches to offer them ticket purchasing options. This unlocks massive opportunities for smart consumer engagement via IoT-tech enabled hyper-local, hyper-personal connectivity linked to compelling video experiences. We have opened a new era in interconnected brand-to-consumer engagement, activation, and on-mobile commerce.”