?Like no other technology, beacons enable micro-targeted proximity-based mobile campaigns,? said Jim Meckley, chief marketing officer at Mobiquity Networks. ?When a strategically located network of beacons is paired with a network of relevant mobile app publishers, you create a powerful tool for advertisers. 

?Brand and entertainment marketers already leverage the power of Screenvision?s big-screen, in-theater medium,? he said. ?When a beacon network is deployed in the same entertainment venues, advertisers can extend the big-screen campaigns to mobile devices, before and after the show. 

?Brands can further extend the campaign into our mall venues to reach consumers in real-time, when they are actively shopping and actually in a position to act on the brand messaging.?

Movie theaters across the US will now be equipped with a series of beacons for film distributors and advertisers to gain a deeper connection to consumers in attendance. The campaigns will feature in-app messaging and push-notifications, which will be highly targeted based on consumers? location information. 

The first wave of beacons will be implemented at 300 theater venues and almost 2,500 screens. The devices will be placed within lobby areas and specific theaters within each cinema, for a more localized and personal experience. 

Partners involved with the program will also have access into data showing who is actually attending what kind of film and when. Advertising will have access to information on moviegoer profiles such as attendance frequency and use of apps within Mobiquity?s publisher network. 

Cinema retailers will be able to refine the visitor experience through the database information, while film brands will have insight into the demographics of its in-theater viewers and streamline its advertising content. 

Playbill?s new launch will provide ticketing information, local travel and reservation services for nearby restaurants and attractions on its mobile app, based on which Broadway show users attending. The push-notifications will welcome attendees, create content based on show interests, and features in the app allow users to scan their Playbill cover for access to exclusive content, provide social media integration and information such as run time, intermission and concession. 

?Beacons are a powerful technology, but only one piece of the ecosystem required to deploy mobile ad campaigns,? Mr. Meckley said. ?The collaboration between Screenvision and Mobiquity Networks is a great example of how existing media channels can be magnified and extended to mobile when high-value venues are outfitted with beacon networks. 

?Our network has achieved the physical scale and targeted user reach advertisers need to convert beacon-driven campaigns from the testing mode to a key component of their digital marketing mix,? he said.