Zapper and ICRTouch Bring Mobile Payment to UK Restaurants

Example Zapper ReceiptMobile payments firm Zapper and EPoS software provider ICRTouch have teamed up to broaden the reach of their mobile payment technology to more UK restaurants.

Starting immediately, restaurants using ICRTouch’s touchscreen EPoS systems and software will be able to use the Zapper for Restaurants service in their establishments, enabling them to print QR codes on bills that diners can then use to pay their bills without having to wait for a card terminal.

The Zapper app allows for adding tips and splitting the bill as desired, and also captures customer details, enabling restaurants to build a community and target customers with offers and promotions.

The partnership allows Zapper to benefit from ICRTouch’s powerful EPoS systems, and gain access to its vast porfolio of clients in the restaurant and cafe market, expanding the reach of its mobile payment system. Restaurants currently using the Zapper app include Burger and Lobster, Novikov and The Fulham Wine Rooms.

“We are proud to call ICRTouch a partner, a partner who similarly understands innovation and ways to make businesses run more easily,” said Bradley Duke, European MD for Zapper. “The ICRTouch-Zapper partnership will allow even more diners to easily pay the bill and take advantage of personalised offers. The benefits continue for the restaurants themselves, as the Zapper for Restaurants service is designed to build community, drive revenue and importantly provide a superior customer experience.”

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BT Sport Turns to Weve for Calendar-push Campaign

wevebtsport2BT Sport has launched an iPhone messaging campaign with Weve to keep footie fans informed about upcoming games on the channel. Developed in conjunction with Maxus and Weve, the campaign enables football fans to download all the fixtures which BT has the rights to broadcast to their iPhone’s calendar.

The campaign uses Weve’s audience base of confirmed football fans with iPhones. The message directs the consumer to click on a link to find out more. This takes them through to a branded BT page which triggers the iCal app so they can add the live games shown on BT Sport to their schedules.

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Facebook Rolls Out Event Ads for Local Sales

Facebook Event AdsFacebook has revealed a new news feed ad unit for events marketers that mirrors the event invitations that can already be sent on the site.

While brand-managed Pages can already create events on the social network, these were previously limited to being sent to users who had already ‘liked’ the page, or were promoted in the right hand column. As the new ad unit is rolled out over the next few weeks, brands will be able to deploy invitations into users’ main News Feed.

The new ads can encourage consumers to attend not only individual events such as movies, concerts or book launches, but also sales-driven events held by retailers or restaurant owners. Event hosts can also now view insights, showing how many people have seen the link to the event, how many have viewed the event, and how many have chosen to attend.

“In addition to the enhancements we’ve made to events for Pages, we’re also improving the events experience for people on Facebook,” said the company in a blog post to accompany the news. “Each person’s events page has a new look and feel to better highlight their upcoming events and showcase new events, including suggested events based on information such as the Pages they like, their location and the day of the week.”

Facebook has also revised its advertising tools so that advertisers can target ads based on how strong someone’s phone signal is during any given visit, meaning that advertisers can limit data-heavy ads like video to people on strong 4G connections, while running light-bandwidth text ads for those on 2G connections.

The change, reported by Advertising Age, includes Facebook’s mobile network of third-party apps, and is aimed at encouraging marketers in emerging markets like India and Thailand that generally have weaker cell reception, and a higher proportion of phones unable to support high-bandwidth content.

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Financial Times Online Readership now 60 Per Cent Mobile

Businesswoman using phone on the goThe Financial Times’ online readership now predominantly comes from mobile devices, with the proportion of mobile traffic rising as high as 75 per cent at the weekend.

The paper, which has recently launched a new app to take advantage of its increasing weekend audience, has been a leader among print news in embracing the mobile revolution.

Figures shared with the World Association of Newspapers and News Publishers (WAN-IFRA) showed large spikes in mobile readership early in the morning and during the evening as readers commuted, with the morning spike far exceeding the similar rise seen in desktop when readers arrive at work. During the weekend, mobile exceeds desktop views at all times, with Saturday morning mobile views almost matching the weekday morning spikes.

“The trend that we’ve seen over the last twelve months is a continued increase in the amount of consumption that readers have outside core working hours through mobile devices, said Tom Betts, VP of customer analytics and research at Pearson Professional, speaking to WAN-IFRA. “The proliferation of devices means that people are increasingly reliant on accessing content, using apps, and being connected at all times of day, rather than just when they’re in front of a machine.”

The Financial Times is continuing its push into mobile territory, having just announced it will be bringing its fastFT service to the Samsung Gear S, which will be the only news app featured at the global Samsung Unpacked event in early September.

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IPC Media Teams with Boku for Mobile Payment Subscriptions

sep-ukPublisher IPC Media has partnered with mobile payment company Boku to enable consumers to subscribe to its magazines simply by texting a keyword from their smartphones.

The text-to-pay solution, which does not require a credit or debit card, is expected to significantly increase print magazine subscriptions, particularly among young, mobile-first consumers. Among the IPC magazines that will be available using the system are Marie Claire, InStyle, Ideal Home and woman&home.

Once they have text the keyword to a short code, subscribers receive a confirmation via text, then can complete the registration process via a mobile website. The charges for the subscription are added to the subscriber’s carrier bill, or deducted from their prepaid balance if they also use Boku’s e-money product.

“Our company is always looking to take advantage of technological innovation,” said Beatriz Montoya, acting direct marketing director at IPC Media. “Creating a solution with Boku that gives readers the ability to immediately subscribe using their phone number has tremendous potential to grow our subscription business.

“Very soon our readers will start discovering keywords that they can subscribe with via insert cards, print ads and on the covers on their favourite magazines.”

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Apps Show Double the Click-through Rate of Web

Medialets LogoAdvertisements on apps receive over twice as many clicks as those on the mobile web, according to a benchmark report by mobile ad-serving platform Medialets.

The report into mobile and tablet advertising covers the first half of 2014 and analyses over 300bn data points from mobile campaigns within that period.

Among the insights discovered by the report was the fact that consumers spend 58.2 per cent of their time in apps, compared to 41.8 per cent on the mobile web. Ads served in apps showed a CTR of 0.56 per cent, compared to 0.23 per cent on mobile web.

Broken down by vertical, retail utilises mobile advertising the most, with 37.9 per cent of ads, followed by technology, business & finance, and consumer packaged goods. Travel & entertainment, while only 8.4 per cent of ads, delivered the highest CTR, with 0.80 per cent.

Focusing on static format ads such as banners and interstitials, the report found that medium rectangle ads showed the highest CTR across both phones and tablets, while tablet static interstitial ads, although a smaller subset of campaigns, delivered a CTR of 3.27 per cent, a considerable outlier. View-through attribution was found to be a substantial aid to static campaigns, increasing page views by 288 per cent, app downloads by 162 per cent and purchases by 157 per cent.

With rich media ads, phones were served over 10 times as many impressions as tablets, which made up only 8.7 per cent of impressions. Rich media expandables were the most popular format, three times more common than rich banners, with the average expandable kept open for 16 seconds, and 2.8 times more likely to be interacted with on a phone compared to a tablet.

Video dominated rich media ads, with 56 per cent of rich media campaigns including a video element. The importance of placing key messages early in video content was emphasised by the report, which showed that while 80.3 per cent of viewers watched to the third quarter of videos, only 33.9 per cent watched all of the video.


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Facebook Launches Bandwidth Targeting for Ads

An example campaign from Thailand, which served video ads to 3G users and images to those on slower networks

A campaign from Thailand which used he functionality to serve video or image ads as appropriate

Facebook has launched a bandwidth targeting capability, enabling advertisers to deliver segmented campaigns based on whether the user’s network connection is 2G, 3G or 4G.

The launch ties into Facebook’s ongoing efforts to reach users in emerging markets, where still-developing infrastructure can lead to highly variable network speeds, and the capability has already been tested with advertisers in India and Thailand.

The idea is that in these markets, ads can be delivered that are appropriate to the user’s connection speed, as well as their device type and OS. Creative can be optimised accordingly, so that a video ad is only seen by users on 3G connections or better, saving on wasted impressions from users who cannot reliably load the video.

This isn’t the only potential application of the segmenting, however – Vodafone in India is using it to target users who might want to upgrade their current contract.

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4INFO Awarded Patent for Tech That Ties Mobiles to Households

4INFO Tim Jenkins

Jenkins: “Our core technology allows us to do what our competitors cannot”

US ad tech firm 4INFO has been granted a patent (No. 8,792,909) from the US Patent and Trademark Office for its technology that ties mobile devices to households. The tech powers the company’s AdHaven Bullseye flagship ad platform that has tied 152m mobile devices to 101m US households, without the need for cookies or modelling across wi-fi signals, a process that 4INFO describes as “probabilistic”.

The patent relates to 4INFO’S systems and methods for associating a mobile device to a household. It describes how machine learning facilitates the clustering of latitude-longitude pairs received for a mobile device over time. This method organizes location data into clusters and allows 4INFO to anonymously match all mobile devices, such as a mobile phone or tablet, to a household.

The company says that its ability to match a mobile device to a household allows advertisers to know precisely which household they are targeting with their mobile ad campaigns. This makes it possible to tie ad impressions to sales transaction data for true cross-channel attribution, enabling advertisers to measure the return on their mobile ad spend.

Since the launch of the AdHaven Bullseye platform in March 2013, 4INFO has powered more than 250 mobile ad campaigns for more than 140 national brands, and claims average sales increases of 7.5 per cent; Return on Ad Spend (ROAS) averaging 382 per cent and as high as 823 per cent; and market share increases at the expense of competitors.

“It’s been a significant investment of time and capital to make this unprecedented technology possible,” said 4INFO CEO, Tim Jenkins. “Our core technology allows us to do what our competitors cannot. Because of our proprietary, proven method for accurately tying mobile devices to a unique household ID, national brand marketers are able to unlock repositories of frequent shopper, CRM, demographic and other third party data to precisely target relevant ad campaigns and measure results that matter most: sales lift at the cash register.”

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TalkTalk Supports X Factor Sponsorship with Mix Off App

Mix Off Screen Shot 2014-08-27 at 11.53.46X Factor sponsor TalkTalk TV is celebrating its sixth consecutive year sponsoring the show with a new app. The TalkTalk Mix Off app gives viewers of the show the chance to star in their own music video. Viewers are encouraged to select a track and video style, record their performance and then upload it to Talk Talk’s video gallery. Those that get the most public votes will be selected to appear in TalkTalk TV’s X Factor sponsorship bumpers and also feature on TalkTalk’s TV player, making it available to all 1.1m TalkTalk TV homes. The app will have a variety of filters and graphic effects to give each Mix Off video a unique look and feel.

“Our customers love the exclusive access they get to The X Factor and the chance of being on TV is hugely exciting for many,” said Talk Talk commercial director, Olivia Streatfeild. “That’s why user generated videos are at the heart of this year’s campaign. We want to get everyone involved, whether it’s the whole family, neighbours, and even pets, we can’t wait for TalkTalk homes to come together and enjoy one of the best shows on TV even more.”

The app will be available to download from via the Apple App Store and Google play from Saturday. The new series of the X Factor launches the same day on ITV at 8pm.

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Future Signs Up to Rubicon Project’s Global Ad Exchange

Rubicon Total Film

Total Film is one of the titles advertisers will be able to reach via Rubicon Project’s real-time ad exchange

Rubicon Project, which operates a real-time ad trading platform, has launched a global advertising exchange for the publisher, Future plc. The exchange will enable advertisers and their agencies to reach Future’s audiences around the world via a single advertising automation platform.

Future’s global exchange will include inventory from all of the media group’s major brands, including Tech Radar, PC Gamer, and Total Film – which reach more than 50m consumers a month collectively online, on tablets and smartphones.

Rubicon Project’s Advertising Automation Cloud currently processes 2.5m queries per second and trillions of bid requests each month on behalf of hundreds of premium publishers and applications and tens of thousands of advertiser brands.

“The launch of our global private marketplace powered by Rubicon Project puts us at the forefront of digital advertising trading,” said Gerson Barnett, director of programmatic and 3rd party revenues at Future. “We see automated advertising as one of the most important trends facing media groups, and are glad to be working with Rubicon Project to offer audience-based, data rich inventory to premium buyers.”

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