App publisher and mobile attribution company join forces to help brands better understand consumers
TORONTO, Sept. 9, 2015 /CNW/ -- Freckle IoT, a technology company dedicated to mobile attribution for brands, and Postmedia, the largest publisher by circulation of English-language daily newspapers in Canada, today announced a new initiative that will bridge the gap between digital and physical experiences. The companies will work together to integrate the Freckle IoT Software Development Kit (SDK) into mobile apps from Postmedia's publisher brands, which represent some of Canada's most historic and best known media brands including The Vancouver Sun, Montreal Gazette, Ottawa Citizen and Calgary Herald.
As more consumers turn to mobile devices to access information on the go, this relationship will increase value for readers by leveraging their opt-in location data to surface personalized, exclusive content and branded offers at optimal times. The combined technologies from Freckle IoT's Open Beacon Network and Postmedia's vast publisher application base complement the publisher's mobile offering to provide integrated, measurable media opportunities to brands and will create one of the largest deployments for a newspaper chain in the world.
"The real-time results from this initiative are key to understanding the mobile audience, their location and determining in and out-of-store attribution," said Neil Sweeney, President and CEO of Freckle IoT. "Using beacon technologies for location confirmation will lead to a much more accurate and consistent experience, unlike bid request location data which is accurate only 16 percent of the time."
Freckle IoT's Open Beacon Network is fuelled by beacons, small Bluetooth transmitters that help identify a location that is more accurate than GPS or WiFi. The Open Beacon Network allows for partnered applications to add context to a location which can be used by the application publisher to provide users with a personalized experience. All communication requires an opt-in from the user. In turn, advertisers can get precise attribution metrics from digital impressions to store visits. This new data and audience insights will help advertisers make informed decisions about their campaigns, especially mobile.
"The technology from Freckle IoT is yet another innovation that we're excited to add to Postmedia's existing mobile offering that is capable of measuring door swing and attribution for brands," said Andrew MacLeod, EVP and Chief Commercial Officer, Postmedia. "With publications across Canada, we are committed to providing these integrated media opportunities to brands that result in a trusted experience and enhanced user engagement."
The addition of Postmedia's mobile properties adds 3 million active users to Freckle IoT's Open Beacon Network that currently spans the top 30 metropolitan areas across North America with over 500,000 venues.
"Our commitment to the Open Beacon Network allows for any publisher or advertiser to take part and maximize inventory and media spend," added Sweeney. "A well-crafted beacon technology strategy leads to increased app engagement and retention. The quality and frequency of content surfaced through beacon interactions is vital to a successful strategy for any publisher."
Freckle IoT is always looking to partner with new advertisers, brands and publishers. To learn more, visit http://www.freckleiot.com.
About Freckle IoT
Freckle IoT is a technology company founded to help brands adapt to the future of connected devices and advertising. As a leader in the proximity marketing space, Freckle IoT works with brands, publishers and industry partners to bring innovative solutions to the market. Freckle IoT helps advertisers harness the opportunities presented by next generation consumer technologies, ranging from smartphones, wearables to other intelligent devices. Freckle IoT's mission is to move past traditional advertising models and to seek out innovative solutions to the advertising challenges of tomorrow. For more information about Freckle and its offerings, visit www.freckleiot.com and follow updates on Twitter and LinkedIn.
Postmedia Network Inc., a wholly owned subsidiary of Postmedia Network Canada Corp. (TSX:PNC.A, PNC.B), is the largest publisher by circulation of English-language daily newspapers in Canada, representing some of the country's oldest and best known media brands. Reaching millions of Canadians every week, Postmedia Network engages readers and offers advertisers and marketers integrated solutions to effectively reach target audiences through a variety of print, online, digital, and mobile platforms.
SOURCE Freckle IoT
For further information: Sonya Furdyk, Associate Marketing Manager, (647) 343-6300 x102, [email protected], http://www.freckleiot.com