TIDMPROX
Proxama PLC
04 May 2016
Mobile proximity advertising campaigns launch on all
beacon-enabled London buses in conjunction with Mapway
London, United Kingdom, 04 May 2016 - Proxama PLC (AIM: PROX),
the leading mobile proximity marketing expert, is pleased to
announce that the first mobile proximity advertising campaigns have
commenced on 500 beacon-enabled London buses using Proxama's beacon
technology. Delivered in conjunction with Mapway, the world's
leading publisher of transport apps for mobile devices and Exterion
Media, Europe's Largest privately owned out-of-home advertising
business.
Mapway has integrated Proxama's beacon Mobile SDK into its Bus
Times London app to deploy contextual in-app messaging and an
enhanced advertising experience to its user base. This is the first
deployment with Mapway, following Proxama's commercial
collaboration announcement with the transport app publisher in
January.
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 [and
location]. Companies can therefore better target their marketing to
potential customers, for example, by knowing consumers are dwelling
on a bus and have the time to engage [average dwell/journey time is
17 minutes]
Brands, including Sticky9 (part of the PhotoBox group), are
currently using the beacon network to deliver contextually relevant
advertising campaigns and are achieving click through rates of
14.5% - significantly higher than the 1-2% average click through
rate for engagement with non-beacon driven in-app advertising seen
in transport apps. The 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
currently 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 marks an important 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 are ideal," said Jon
Worley, CEO of Proxama's Marketing Division. "The commercialisation
of Proxama's products has begun and we are looking forward to
signing more brands over the course of 2016."
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.
Proxama and Mapway will be delivering a keynote presentation
showcasing both experiences at the Marketing Technologist Forum in
London on 4 May.
-Ends-
Enquiries:
Proxama PLC
John Kennedy 020 3668 2888
Peel Hunt LLP
(Nominated Adviser and Broker)
Richard Kauffer
Euan Brown 020 7418 8900
Novella
Tim Robertson
Ben Heath 020 3151 7008
About Proxama PLC
Proxama PLC (AIM: PROX) is the leading mobile proximity commerce
company.
Proxama specialise in transport based mobile proximity services,
using Bluetooth beacon-led technology, to deliver the most accurate
and reliable mobile location and behavioural data for digital
advertisers and agencies.
Proxama's award-winning mobile technology platform, TapPoint(R),
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 such as shopping
malls, stadiums, city centres and events.
Follow us on Twitter: @Proxama
Follow us on LinkedIn: Proxama
About Mapway
Whether commuting to work, going shopping or visiting friends
and family by train, tube or bus, consumers rely on transport to
get them from A to B. Yet with travel often comes delays,
disruptions, chaos and ultimately stress.
By giving travellers the right information they have more
awareness and control over their journey, so they can relax. Mapway
provides people on the move with live information delivered on and
offline through a global platform of apps for mobile devices.
The company, part of mxData, was founded in 2004 with a clear
vision of removing the stresses associated with travel by using
technology to give consumers the information they need, when they
need it. With 26 apps in total, Mapway covers major global cities
such as London, Paris and New York with over 30 million downloads
worldwide".
This information is provided by RNS
The company news service from the London Stock Exchange
END
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May 04, 2016 04:15 ET (08:15 GMT)
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