PARTNER NEWS: Digital payment solutions provider Proxama has secured deals with media and location owners Mobile Media Group, Emblem Group and Hathaway Chivers to create the UK’s biggest Bluetooth Low Energy (BLE) beacon-based advertising platform.
The collaborations have enabled Proxama to install beacons on Mobile Media’s LHRLINK terminal-to-airport hotel bus service at London Heathrow, newsstands outside the city’s zone 1 and 2 stations and at 600 pubs and bars across the capital.
“The deals bring the number of beacons in Proxama’s network to 4,000, with support for both Apple iBeacon and Google Eddystone formats simultaneously,” Proxama says. “The network is open for brands to utilize and roll out both mobile app engagement and Physical Web campaigns, enabling them to reach millions of consumers in the UK.
Proxama gained certification from Google to deliver a range of consumer experiences utilizing the Eddystone open beacon format in September 2016.
Full details can be found in the press release:
Proxama inks deals to create the UK’s biggest beacon advertising network
New agreements with Mobile Media Group, Emblem Group and Hathaway Chivers expands network to 4,000 beacons
London, United Kingdom, 11th October 2016 – Proxama PLC, the leading mobile proximity marketing expert, has secured deals with media and location owners Mobile Media Group, Emblem Group and Hathaway Chivers to expand its beacon network across their sites.
The deals bring the number of beacons in Proxama’s network to 4,000, with support for both Apple iBeacon and Google Eddystone formats simultaneously. The network is open for brands to utilize and roll-out both mobile app engagement and Physical Web campaigns enabling them to reach millions of consumers in the UK. In London alone, the network offers over a billion touch points a year for beacon interactions with consumers which are located across major transit hubs and high footfall environments.
Proxama has now beacon enabled London Heathrow’s LHRLINK terminal-to-airport hotel bus service, newsstands outside major London Zone 1 and 2 stations and at 600 pubs and bars, with 200 located adjacent to all 20 of the Premier League’s football clubs. The new partnerships complement existing relationships with a range of out-of-home media owners including Exterion Media, Primesight and Ubiquitous. By working with these media and location owners across high footfall and in high dwell time locations, such as airports, taxis, transport hubs and sporting venues, Proxama can help brands and agencies target consumers on the move.
These new deals increase scope, scale and choice for advertisers as they look to capitalize on the potential of proximity marketing campaigns to bridge the online and offline worlds. Proxama’s TapPoint® platform allows these multi-channel and multi-media campaigns to be managed and optimized centrally. Recent industry research by Magnaglobal suggests total mobile advertising spend worldwide will reach $US72.78 bn this year.
Mobile Media Group provides outdoor advertising solutions including London Heathrow’s LHRLINK – the only transport network at London Heathrow connecting all terminals, arrivals and departures to all Heathrow Hotels. LHRLINK transports over 2.5m passengers annually, with an average travel time of 15 minutes. It presents a unique opportunity to engage travelers and the wider airport audience at the UK’s busiest international airport.
Emblem Group is a location owner with assets in almost every tube or train station in London. A large proportion of its assets are newspaper stands, such as those used by City A.M., situated across commuter and tourist hubs in London.
Hathaway Chivers is a media agency and has deployed beacons in prime social locations, including 400 bars and pubs across central London – of which 200 are located within close proximity to all 20 Premier League football clubs.
This network alone enables brands to connect with an average monthly audience of 2.5m consumers during optimum periods of high dwell.
“While mobile is growing faster than all other digital advertising formats, campaigns are still rooted in the world of display. The power of mobile is context and being able to deliver a precisely targeted advert based on the consumer’s context in that specific moment. The lack of context is making it difficult for brands and agencies to ensure campaigns deliver strong engagement and return on investment. Being able to reach sought after demographics with rich content, as part of a contextually relevant engagement is vital. Through the power of proximity, brands can do just that,” said John Kennedy, CEO, Proxama. “The unique capabilities and coverage of our beacon network is already helping our advertising partners like Skyscanner stay ahead of the curve.”
Kennedy continued, “Growing our network and consumer reach is a major priority and therefore we are pleased to welcome new partners on-board. Together, we’re giving brands access to huge numbers of ‘on the move’ consumers in areas that were previously unmarked.”
Proxama’s products and services enable brands to integrate and deploy proximity marketing campaigns across its network of beacons. All of the beacons Proxama deploys, in conjunction with its partners, support Google’s Eddystone as well as Apple’s iBeacon, and broadcast a URL for brands to utilize for their Nearby Notifications or Physical Web campaigns. Proxama is the first Location Services Provider in Europe, and one of only two globally, to achieve certification from Google.
About Proxama PLC
Proxama PLC is the leading mobile proximity commerce company.
Proxama specialize in transport based mobile proximity services, using Bluetooth beacon-led technology, to deliver the most accurate and reliable mobile location and behavioral data for digital advertisers and agencies.
Proxama’s award-winning mobile technology platform, TapPoint®, enables brands to connect physical and digital assets via mobile to increase consumer engagement, retail sales and loyalty, across transport networks and high footfall destinations.