Office media network Inlink has begun trialing beacon technology in Sydney’s CBD to develop new data and marketing intelligence on affluent executives who work in the city’s largest office towers.
“Our audience spends at least 40 hours a week in office buildings and we are looking to gain a new bank of information about how and where these executives spend time at various points in the day,” said Ben Baker, general manager of sales and marketing for Inlink. “We anticipate that the data derived from using the beacons, coupled with our SmartAds technology, will enable Inlink to serve more contextually relevant messaging at the pointy end of the purchasing cycle.”
Inlink’s beacon trial will be testing the detail of people traffic through office towers, what hours CBD workers are really working, how long are they spending on leisure and work activities and the dynamics of change across days and weeks. The trial will also explore brand connection opportunities provided by special periods such as school holidays and major sporting events like The Melbourne Cup. Inlink anticipates the new data will help predict when and where an audience will be receptive at any time.
The beacon trial comes as Inlink’s national digital media network achieves a weekly audience of one million unique visitors, comprising workers and visitors in Australia’s largest office towers across all CBD locations.
Inlink’s media network offers clients and agencies dynamic messaging capabilities, including precise geo-mapping capabilities where campaigns can be tailored to individual locations so people can locally access a client’s products or services. The network comprises more than 3,000 digital media screens that are positioned to maximise engagement in office buildings, displaying live content, building messages and premium advertising.