Office-based media company Inlink has begun a trial of beacon technology in Sydney’s CBD to discover new information about executives who work in the city’s biggest office blocks.
The trial will analyse how people use their offices, how long they spend at work and how workers change their behaviours during the week.
Inlink will use beacon technology to push information from the location back to the company in order to predict when and where an audience will be receptive at any time.
“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.”
The trial will also provide insight into particular periods such as school holidays and major sporting events like The Melbourne Cup.
Inlink, which has been in the office-based ad space for 15 years, recently reported the network achieves a weekly audience of one million unique visitors, consisting of workers and visitors in Australia’s offices across all city locations.
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