Firms Roll Out Beacon Targeting in Southeast Asia

WPP-owned media agency Mindshare has partnered with beacon technology firm Footmarks to improve how retail consumers are targeted on their mobile devices across Southeast Asia.

Footmarks' SmartConnect platform uses beacons placed in physical locations to enable consumers to connect with places they visit and preferred brands. Contextual and other third party data can be gathered and assessed through the platform to create new insights and targeting profiles, and data visualization tools can be employed to explore new consumer patterns and behavior.

The partnership will be managed out of Mindshare Singapore's Discovery unit, and will allow the company's clients to deliver value-added content and personalized experiences throughout malls, retail stores and venues across the region. Christopher Smith (pictured), Head of Mindshare Discovery, comments: 'We were looking for a partner, an innovative company, to bring beacon technology to Asia. Asia as a region is emerging as a global hotbed of innovation, so our partnership with Footmarks will provide our clients an opportunity to lead the charge and leapfrog their competitors.'

Web sites: www.mindshareworld.com and www.footmarks.com .