Proximity marketing and near field communication (NFC) specialist Proxama has partnered with airport advertising firm Eye Airports to deploy 200 Bluetooth low-energy beacons across eight UK airports including London Gatwick.
The network of beacons will use Proxama’s near field technology to deliver timely and targeted beacon notifications to passengers during periods of dwell time. Eye Airports will also use Proxama’s marketing and loyalty platform to drive ‘in-the-moment’ mobile marketing strategies for its brand and retail clients.
Advertisers will be able to use the technology to deliver targeted content such as offers and rewards, including offers that can be redeemed while passengers are in the airport. The move enables advertisers to extend their traditional out-of-home (OOH) campaigns onto mobile to offer highly effective brand-to-consumer engagement.
Sarah Parkes, managing director, Eye Airports, said, “This commercial partnership with Proxama further underlines our positioning at the forefront of airport advertising technology. Location based marketing offers a direct way of engaging with consumers in high footfall areas, such as UK airports. As the consumer chooses to receive these messages, they feel more involved in the communication process and, most importantly, can specify who they want to receive offers from.”
Jon Worley, CEO – marketing division, Proxama, said, “Our proximity marketing division, which focuses on connecting consumers to retailers and brands via mobile proximity marketing using Bluetooth low energy (BLE) beacons and NFC technology, is pleased to announce its commercial partnership with Eye Airports to deliver location-based offers and promotions via the Proxama Network. Based on our experience we have already seen a 24% click through rate from our beacon deployments, which is higher than traditional forms of mobile marketing and much more targeted than email and geo-fencing.”
Eye Airports will begin deploying 200 beacons across their network of UK airports including London Gatwick, London Stansted, Bristol, Southampton, Inverness, Newcastle and East Midlands.