Ubiquitous Taxis Get @Proxama Beacons
Proxama PLC (AIM: PROX), the leading mobile proximity marketing experts and provider of end-to-end payment solutions for card issuers this week announced an exclusive, long term partnership with taxi advertising firm Ubiquitous which will see beacon-enabled ads rolled out in taxis in London and other major cities around the UK.
This new Proxama Network will connect consumers to brands via their smartphones using Bluetooth Low Energy (BLE) Beacons.
4,000 beacons will be installed in taxis in cities including London, Edinburgh, Glasgow, Manchester and Birmingham that will enable advertisers to deliver content-relevant, location specific messaging to consumers as they travel.
Andrew Barnett, Managing Director, Ubiquitous told us “For all brands, the opportunity to connect with their customers through proximity marketing, in a high dwell-time setting such as the back of the cab, provides a unique one-to-one moment in which there is the time to respond to messages and offers”.
During the course of one year, each London taxi is estimated to make around 4,500 journeys, principally around central London locations, rail stations and London’s airports – similar journeys are experienced in other UK key cities.
London’s regular taxi users tend to have high personal income, are smartphone and tablet enabled and are likely to be middle-management and above – in short, a very desirable group and one which brands very much seek to reach!
Jon Worley, CEO of Proxama marketing division said “This is an excellent high profile partnership for us and one which we believe is extremely well suited to proximity marketing. The average cab journey lasts around 20 minutes in London and is a natural time for people to engage with their smartphone for messages and new content. We look forward to seeing the customer reaction.
Our network of beacons has grown rapidly across London since the beginning of the year. Advertisers are now able to make use of the Proxama Network which covers London buses, airports and black cabs, with further expansion planned across multiple sectors”.
Proxama anticipate that 24% of consumers that receive ‘in-the-moment’ content-relevant notifications will click-through to the app. – this is a significantly higher response than other forms of mobile advertising, Ed.
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