Nation’s first Bluetooth Broadcast Network hits Toronto

New high-traffic positioning connects point-of-purchase advertisers to a geo-targeted mobile phone audience.

With over 80% of handsets sold in the Canadian marketplace enabled with Bluetooth data transfer capabilities, Vancouver-based Broadburst Technologies is tapping into that potential audience in Toronto. The mobile media broadcast co will deliver rich, interactive advertising content to Bluetooth mobile phone users through its new network of Bluetooth transmitters. The Bluetooth Broadcast Network, now live, spans 40 Toronto Gateway Newstands in high-traffic pedestrian areas including GO Transit and TTC locations, shopping centres, food courts and office towers. Based on TTC and GO Transit tallies alone, weekly traffic in these locations is over eight million.

‘Our coverage area in downtown Toronto is attractive to advertisers who want to connect directly with mobile phone users as they move through the city,’ explains William Kells, CEO of Broadburst Technologies. ‘Broadcasting content via Bluetooth allows advertisers to reach potential customers in the moment, as they are making decisions on products and services at point of purchase.’

To reach consumers, Broadburst uploads ad content onto its transmitters, which send the messages out to all detectable Bluetooth handsets once accepted. Ads run on rotation and are available at a flat rate of $500 a month per Gateway location, with a minimum of 10 locations.

Used widely in Europe, Asia and the UK, the network is a first in Canada, and marks the initial phase of a rollout program that could see Broadburst Technologies’ Bluetooth Broadcast Network grow to over 500 Gateway locations across the country and in the US.

‘Our traffic numbers speak for themselves,’ says Noah Aychental, VP of marketing and promotion for Gateway Newstands. ‘Millions of people pass by our stores every day, and we can now connect advertisers to a very targeted mobile phone audience.’ National brands currently in negotiations with Broadburst Technologies’ Bluetooth Broadcast Network span tel co, restaurant, clothing, automotive, airline and daily newspapers.