Blue Bite helps DOOH networks measure campaign ROI via mobile device engagement

Blue Bite, an active member of the Digital Place Based Advertising Association (DPAA) for several years, is a company that enables DOOH media owners to add connective capabilities using wireless and/or sensor technology. Blue Bite’s technology provides an additional content distribution channel and ROI measurement tool.

Freelance reporter Mel Stott chatted recently about the company with Mikhail Damiani, CEO & Co-Founder.

What is Blue Bite and how did the company get its name?

Blue Bite is a digital experience engine that delivers contextually-aware content through smart objects. We enable companies, such as media owners, to add connective capabilities to OOH formats using wireless and/or sensor technology, providing an additional content distribution channel and measure of ROI.

Blue Bite is a play on the word ‘Bluetooth,’ the first wireless technology utilized by our company. Our shark’s teeth logo was created by our own Chief Product Officer, Paul Knight.

It sounds as if a consumer could encounter your technology at numerous touch-points. Can you provide an example of the places a consumer might interact with your technology on his or her typical daily journey?

A consumer might interact with our technology at a transit station while waiting for the next train or bus; a storefront as they walk down the street; in a taxi while commuting; at the airport while walking to or sitting at their gate; or at a retail display as they shop.

What degree of reporting do you offer advertisers?

Real-time data is available for every smart object engagement. Information captured in the Blue Bite dashboard includes time and location of engagement, device information, prior user engagements and specific content that was viewed. Advertisers are able to measure success through accurate analytics, enabling transparent ROI reporting for clients.

What are some of the leading brands that have used your technologies?

On the OOH side, we have worked with major media companies including Lamar Advertising, Intersection, JCDecaux, CMT and Adspace Mall Networks, among others. We have also completed hundreds of successful campaigns for major advertisers including Ford, Samsung, Paramount Pictures and Puma.

Blue Bite technology in action

Of the technologies that you deploy, do you see one or two becoming ubiquitous for marketers?

From a sensor standpoint, it has proven difficult for any one technology to reach ubiquity. Technologies such as Bluetooth and NFC are gaining traction but are still not universal from a marketing standpoint.

This is the result of various competing standards and fragmentation on the mobile device side. However, marketers will continuously be challenged by connecting with customers in a relevant and authentic way. To that end, they will require tools that are flexible, scalable and effective.

Blue Bite is therefore uniquely positioned to be a ubiquitous platform, because it is the only existing tool that helps marketers create and deliver customized experiences through dynamic, contextual content, irrespective of the preferred sensor technology being used.

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