Allure And Christie Experiential Advertising Network Launch Data Analytics Solution Powered By Thinaire
Gail Chiasson, North American Editor
Atlanta, Georgia-based Allure and its Christie Experiential Network (CEN) team, which creates engaging experiential Digital Out-of-Home solutions, has launched a 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 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 already 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 technologies – such as Near Field Communication 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,” says Michael Ventimiglia, chief product officer, Thinaire. “Thinaire’s support for all IoT tech‐enabled marketing brings automated mobile engagement, messaging management and analytics into a unique cloud product. 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.”
Kevin Romano, executive vice-president of global media at Allure, says, “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. 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.
“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.”
Allure, A Christie Company, provides innovative and intelligent digital media and signage solutions. It’s market-leading engagement and transaction technologies include the Christie Experiential Network, a revolutionary Digital-Out-Of-Home media partner for brands and advertisers. Offering a digital ad-based network of interactive displays that create dynamic and engaging experiences in cinema lobbies, as well as retail environments, public spaces, arenas, and location-based entertainment complexes across the country, the Allure suite of engagement and transaction technologies feature touch screen and image capture technology that support digital signage advertising, promotions and gamification. These intelligent and innovative network-based solutions also integrate analytics, exceptional creative, software, and hardware through business applications that deliver engaging dynamic data-driven experiences and achieve client’s desired business outcomes.
Thinaire is a global leader in monetizing the Internet of Things, delivering exceptional experiences to mobile users by connecting companies to consumers through a range of proximity and mobile technologies supported by its award-winning mobile engagement platform. The company offers a suite of products allowing customers to leverage IoT technologies (such as NFC, beacons, etc.) to deliver the right message to the right consumer in the right place at the right time. Thinaire’s services are the subject of its numerous issued patents.
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