 |
UK. Mobile marketing company Proxama and Eye Airports are partnering to execute a beacon marketing campaign at eight UK airports.
Using Proxama’s marketing and loyalty platform, Eye Airports will use 200 Bluetooth beacons to drive “˜in-the-moment’ mobile marketing strategies for its brand and retail clients. Advertisers will use this technology to deliver targeted content, such as offers and rewards that can be redeemed in the airport, to a potential 100 million passengers. The move will enable brands to extend their traditional OOH campaigns to mobile, while connecting their physical and digital assets via mobile to increase consumer engagement, said Eye Airports.
Eye Airports will begin installing the beacons at London Gatwick, Stansted, Bristol, Southampton, Inverness, Newcastle and East Midlands airports, before extending to other UK airports at a later date.
Eye Airports Managing Director Sarah Parkes commented: “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.”
CEO of Proxama Marketing Division Jon Worley 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 Near Field Communication 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.”
 |
Worley added: “By providing owners with complete control over their media network, beacons are fast becoming a cost-effective method of marketing. They have proven to be ideal for indoor environments, providing high precision proximity marketing, particularly when GPS signal is weak. Unlike other forms of marketing such as geo-fencing, beacons provide an in the moment experience based on real time data, which is fast becoming a popular approach to connect with today’s digital-savvy consumer.”
