Nailed It: Gloss Media and inMarket Begin Beacon Proximity

Rollout to 20,000 U.S. Nail Salons

inMarket, the largest verified beacon and proximity platform, and Gloss Media, the leading digital salon network, announce an exclusive agreement to bring the microlocation engagement power of beacons to salons across the U.S. This new partnership will enable brands to engage women precisely when they’re in the salon and receptive to messaging.

Salons facilitate heavy mobile usage by patrons — 90% of whom are female, and 65% of whom are moms — who visit for an average of 60 minutes. This hour of downtime facilitates heavy mobile usage, creating a tremendous opportunity for brands to reach a highly coveted audience while they’re in “errand mode.” U.S. nail salons receive over 1.9BN customer visits per year.

inMarket and Gloss Media bring beacon proximity to U.S. salons, creating new engagement opportunities for brands. (PRNewsFoto/inMarket)

Gloss Media is a leader in reaching millions of women with video, digital and experiential media platforms when she is in “me time” and errand mode. Gloss Media operates the only national, Nielsen-rated salon video network — Gloss TV —  where a variety of video assets can be delivered ranging from ad spots to long-form segments; while also allowing an array of program enhancements including influencer events, product displays and sampling, social media drivers, couponing and more. Gloss Media also offers over 50 different marketing and media networks and tactics that target consumers throughout their daily routine, driving them on their paths to purchase.

Gloss Media, which operates the only national Nielsen-rated salon video network in 20,000 locations, will immediately gain access to inMarket’s unprecedented 44.5MM monthly active users (per comScore, January 2016) across major apps. As inMarket has repeatedly demonstrated on behalf of major brands and retailers, app scale and user experience are the lynchpin for beacon success — even more so in a salon environment where individual locations don’t have their own apps.

“The salon environment is the perfect combination of factors for brands who want to reach affluent, receptive women at scale,” said Perry Kirk Parkes, President, Gloss Media. “We’ve helped some of the world’s largest brands to reach this valuable audience through Gloss TV. Now that mobile has presented such a huge opportunity, we’re excited to extend our offering for major advertisers to the small screen. With inMarket, we’re driving mobile proximity efforts across the industry’s largest beacon-enabled app audience.”

Brands and agencies can begin buying 1st party, beacon proximity engagements in Gloss Media’s U.S. salon locations starting today for Q2 2016 and beyond. inMarket’s beacon-powered campaigns are set up just like a traditional media buy.

“inMarket has been at full scale across many retail categories for years. Expanding to the salon environment is a natural extension as we create deeper value and engagement opportunities for our brand partners,” saidKevin Hunter, President, inMarket. “Brands looking to reach women have a tremendous opportunity to engage during one of their nearly two billion salon visits per year, when they’re hyper-receptive in ‘errand mode.'”