London buses trial beacon technology for smartphone advertising

500 buses in the capital have been equipped with Bluetooth Low Energy devices

Passengers on London buses will soon be able to receive targeted advertisements on their smartphones with the trial of beacon technology.

The pilot scheme - which will initially be available on 500 buses - is the result of a partnership between proximity marketing firm Proxama and outdoor advertising business Exterion Media. It follows a six month trial on 110 buses in Norwich conducted by the two firms.

Using Bluetooth Low Energy technology provided by Proxama, retailers in local areas will be able to send in-app messages directly to passengers. In return for being served with ads, the service could mean commuters being offered deals from retailers.

According to Proxama, targeting consumers outside of the home is an effective way of attracting business, as it is more likely to prompt 'immediate action' from potential customers.

It said that the Norwich bus trial highlighted the possibilities of the technology, with 30 percent of users click through from receipt of notification, and 2,000 app downloads.

"The trial in Norwich and our partnership with Exterion Media showed us that consumers are open to receiving content via their mobile devices while they travel, so we expect to experience a similar level of success once we roll out across London," Jon Worley, CEO of Proxama Marketing Division. "By ensuring that content pushed to users is relevant, personal and received at the right time, beacons are set to enhance Londoners' commuting experiences."

Despite a slow start, beacon technology is gradually gaining wider acceptance in the UK for a variety of use cases. A trial is currently underway at London's Pimlico Underground station to assist blind and partially sighted people to navigate independently, while Barclays is experimenting with the technology in branches to improve accessibility for customers with disabilities.

Meanwhile retailers such as House of Fraser, Hawes & Curtis and Bentall have installed devices in mannequins to send information about clothes on display to shoppers, while Urban Outfitters and US retail giant Walmart are also among those backing the use of beacon technology.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in