Programmatic ad exchanges represent a modern, highly successful method of online advertising. As advertisers look for ways to meet client needs for both online and mobile advertising, new methods of multiplatform advertising are being developed and tested.
While searching for a successful and effective new method of mobile marketing, mobile tech firm Swirl Networks went on to create the first programmatic ad exchange designed for in-store mobile marketing.
This innovative platform works with iBeacon technology, allowing retailers to take real-time mobile advertising one step further. The technology makes in-store mobile marketing more appealing to brand advertisers, as opposed to just retailers looking to reach consumers while in store.
“Today, brands spend over $60 billion a year on traditional, mainly paper-based, in-store marketing and promotions,” says Hilmi Ozguc, CEO of Swirl. “With the powerful new capabilities of SWx, retailers can now easily set up and run private digital exchanges for their brand partners to access the most valuable ad inventory imaginable: in-store shoppers using their smartphones in specific aisles, about to make a purchase decision. We are at the beginning of what will be a massive transformation in how leading brands and retailers engage with and influence shoppers in physical environments.”