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Exterion Media Launches iBeacons on London Buses

Exterion Media, Proxama and Mapway launch UK’s largest iBeacon consumer transport experience on London buses.

Exterion Media, Europe’s largest privately owned Out of Home advertising business, has launched the UK’s largest iBeacon experience across 500 Transport for London (TfL) buses throughout London in partnership with Proxama PLC, the leading mobile proximity marketing expert and Mapway, the world’s leading publisher of transport apps for mobile devices.
Mapway has integrated Proxama’s beacon Mobile SDK into its Bus Times London app and is currently deploying a utility-led consumer engagement experience to bus passengers in London. The experience is delivered using Exterion Media’s bus beacon network, which is underpinned by Proxama’s TapPoint® beacon platform.
With bus travel in London accounting for more than half of all bus journeys in the UK, at an average journey time of 17 minutes, brands will be able to use the opportunity presented by this ‘dwell time’ to engage with passengers. The service launched for Android users of Bus Times London on 17 March and delivers:

  • Real-time travel updates – in-app notifications are delivered to users when they board a beacon-enabled bus, advising them of real-time travel updates for the route they are traveling on
  • Contextual in-app ads – relevant and timely advertising served based on the consumer being on board a bus at time of viewing. Brands can capitalise on the consumer’s exact physical context and dwell time to deliver ads at the right time and increase click through rates

Brands using beacon-triggered enhanced advertising have seen that delivering contextually-relevant experiences drives higher consumer engagement levels. Sticky9 (part of the PhotoBox group) is seeing an average click-through rate of 14.5 per cent, much higher than the typical one to two per cent of non-beacon-triggered advertising. Beacon-triggered real-time travel update notifications are receiving a click-through rate of 44 per cent.
Following the success seen to date on its Android app, Mapway is integrating Proxama’s proximity Mobile SDK into the iOS version of the Bus Times London app, with the update scheduled for release to the App Store in May. Both apps combined will deliver a reachable consumer audience of half a million.
“This collaboration is a huge milestone for the proximity marketing industry. App owners are looking for ways to increase active user numbers and establish new sources of revenue, and beacons can deliver on both objectives. Brands are also looking for ways to better understand and more accurately engage with their target audiences, so campaigns like this deliver a win-win – with the results speaking for themselves,” said Jon Worley, CEO of Proxama’s Marketing Division. “This partnership is yet another indication that 2016 is the year that beacon technology for marketing gains significant traction.”
David James, CEO of Mapway, said: “We chose to work with Proxama and Exterion Media because, using beacons, we can ensure opted-in users only receive relevant and timely notifications and that content is both powerful and contextual. This platform has enormous potential for brands, and we look forward to helping them better engage with consumers. Similarly, we hope adverts will become of more interest to users of our apps, replacing volume with quality and relevance”
“With 2.3 billion passenger journeys made on London buses a year, the partnership creates an innovative platform for brands that want access to this hard-to-reach audience exclusively. The partnership also provides consumers with relevant, timely, and engaging content in an unobtrusive way. Not only can brands better target consumers, but the information collected will provide unique insights that will ensure future efforts are even more successful – allowing us to continue to make the everyday inspirational,” said Jason Cotterrell, Managing Director  at Exterion Media UK.
via: Outsmart 

Proxama Brings Beacon Technology to BlowUP Media

Proxama PLC announce an exclusive partnership with blowUP media UK that will extend the reach of The Proxama Network in the UK.

Proxama PLC, the leading mobile proximity marketing experts and provider of end-to-end payment solutions for card issuers, today announce an exclusive partnership with blowUP media UK that will extend the reach of The Proxama Network in the UK.
Proxama will install the technology on blowUP media’s East London Giant Poster network, which has a unique ability to reach young, technologically super-literate millennials, who are usually early adopters and style leaders to their peers.
The beacon-enabled Giant Posters will offer brands the ability to deliver in-the-moment contextual messaging to consumers’ smartphones, as they come within close proximity of the large-scale outdoor advertising displays. The beacons enhance a brand’s in-app consumer experience, delivering campaign data and analytics that relates to specific locations and a measurable end-to-end customer journey.
blowUP media’s East London network has attracted a wide range of advertisers keen to reach the young early adopters around London’s Tech City, a high-powered centre of innovation, fashion, design and social entertainment. blowUP media also has the largest network of Giant Posters in Europe, along with digital screens in top city centre locations, delivering impactful advertising for major brands.
The Proxama Network is a network of Bluetooth Low Energy (BLE) beacons that has rapidly expanded over the last 6 months. Recent partnerships with Exterion Media, Ubiquitous and Eye Airports have led to beacon-enablement of buses, taxis and airport media sites; transforming them into intelligent in-the-moment, proximity mobile marketing channels for brands to utilise as part of their mobile strategies.
Jon Worley, CEO of the Proxama Marketing division said:
“This new partnership hits another exciting milestone for The Proxama Network. By applying beacon technology to an already impactful advertising channel, brands will have an opportunity to deliver contextually relevant and campaign specific messaging to people moving in and around this very tech savvy area of London. What’s more, brands using these Giant Posters, can use the beacons to help gather data and analytics to inform and complement their consumer mobile marketing strategy. Incorporating beacons in to a billboard advertising campaign will add a valuable listening tool that will help to shape the success of future advertising campaigns.”

Simon Russell, Sales Director of blowUP media said:
“Applying beacons to our network of Giant Posters around East London where there is a high concentration of early adopters and smartphone penetration, will offer an exciting new advertising platform for brands to connect the physical and digital. This technology, either used as stand alone or in conjunction with the iconic poster sites will allow advertisers to affect how and when passers-by pay attention to the displays and, when integrated into campaign strategy, has the potential to raise the engagement levels even further.
The beacon-enabled East London pack will reach audiences on Great Eastern Street, Old Street, Kingsland Road and Brick Lane.
The Giant Posters will be ready for the first beacon-enabled campaigns from November 2015.
Via: Outsmart

Bus Passengers' Journeys Enhanced with Technology

Bus journeys in Norwich will never be the same again, as, for the first time, Bluetooth beacon technology has been implemented. It brings a new experience to a journeys, as passengers can now receive location-based messages on their smart devices from retailers in the area as they travel. The initiative has been made possible by a collaboration between Proxama, Exterion Media and transport company FirstGroup.
The initiative counts 20 merchants from the Norwich area amongst its participants and, crucially, signals the first time beacons have been used on an existing bus network. It is centred on Loka, a location-based app that provides relevant content and offers, which acts as a network for local brands and gives these retailers a unique channel of communication to potential customers who are on the move. At the same time, shoppers receive the opportunity to discover and purchase new products, as well as receive rewards such as coupons, discounts and loyalty services.
The result brings benefits to both consumers and brands in the Norwich area. Consumers experience a more engaging journey, while local brands can expect an increase in loyalty, footfall and engagement.
Underpinned by Proxama’s TapPoint® platform, passengers are able to opt in to the experience by switching their Bluetooth on and downloading Loka which has been created as part of the Connected High Street Project. The number of notifications will be monitored during the day and the app will learn and tailor what future notifications to send, as the user interacts with them.
Working alongside multiple partners including Norwich Business Improvement District (BID) and the Association of Town & City Management (ATCM), the Connected High Street project is an ongoing initiative created to better learn about how to make beacon technology a part of the everyday shopping experience. Transforming the passenger journey by connecting the consumer’s digital capabilities with their physical environment will be a first for the UK and the involvement of local partners will showcase the full potential of mobile proximity commerce.
Via: Exterion Media

Hawes & Curtis, House of Fraser and Bentalls Install Beacon-Enabled Mannequins

Hawes & Curtis, House of Fraser and Bentalls have installed beacon-enabled mannequins in their store windows – a first for the retail industry.
Created by Iconeme, a technology and design company, the VMBeacon mannequins enable customers to receive details via their smartphone about the clothes on display and let retailers engage directly with consumers who are shopping in, or passing by, a store.
To access the technology, customers need to download the free Iconeme app, which they can then use while shopping in one of the participating retailers.
When a customer with the app is within a 50m range of a VMBeacon-enabled mannequin, they will receive an automatic alert about the content they can access.
This includes details about the clothes and accessories displayed, such as price and links to purchase the items directly from the retailer’s website, or where they can be found within the store.
Shoppers can also see more detailed photos and descriptions of the products plus save looks for later, share with friends and access additional offers and rewards.
The technology allows Hawes & Curtis to choose what information is made available, plus also gives access to analytic reports to gain customer insight and help improve service and sales.
As the brand begins to collect consumer data it may begin to experiment with tailoring offers it makes available through the mannequins.
Shoppers using the app have the ability to choose which of their details are made available, via their own privacy settings.
House of Fraser will use the VMBeacon mannequins at its online store in Aberdeen where customers can view product ranges, collect their online purchases and shop the department store’s website via iPads and terminals.
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Via: The Drum