The trial in Norwich highlighted that consumers are open to receiving content via their mobile devices while they travel, said Jon Worley, CEO of Proxama Marketing Division.
Coupled with this, the average journey on a bus in London is estimated to be between 17-19 minutes.
“We are continually seeking new and innovative ways to connect brands with consumers and this solution will engage audiences on the move in a way that builds meaningful and mutually beneficial relationships,” said Exterion’s UK MD, Jason Cotterrell.
He suggested that the future of OOH engagement was the ability to deliver a personal experience, and “with so many people keeping smartphones handy during bus trips, it made sense to combine the two”.
Exterion’s aim is to deploy this technology across the nation, providing full connectivity across buses in the UK.
The push from Exterion comes as it competes for the rights to Transport for London’s (TfL) underground advertising business. In May, the organisation invited media companies to pitch for the £1bn account as part of its wider bid to generate £3.4bn in non-fare revenue over the next ten years.
By Shané Schutte
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