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Proximity marketing in the UK to speed up with installation into thousands of taxis

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Using location-based Bluetooth beacon technology, Proxama is able to transmit vouchers, deals and other promotions to the smartphones of nearby consumers to effectively provide advertisers with real-time dialogue and customers with relevant promotions.

Developments from the firm this year have seen it introduce its tech to airports nationwide including Gatwick and Stansted in a bid to catch travellers in between flights, a move that was followed up to add beacons to 500 London buses in the summer.

Continuing its push to secure transport-based partnerships, which allow it to secure a wide variety of customers, Proxama has clinched a deal with Ubiquitous – the largest taxi advertising firm in the country.

Jon Worley, CEO of Proxama’s marketing division, said: “This is an excellent high profile partnership for us and one which we believe is extremely well suited to proximity marketing. The average cab journey lasts around 20 minutes in London and is a natural time for people to engage with their smartphone for messages and new content. We look forward to seeing the customer reaction.”

The nationwide campaign will result in 4,000 beacons being installed into black taxis across cities including London, Edinburgh, Glasgow, Manchester and Birmingham, which will result in contextual alerts sent to passengers during their journey from A to B.

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Beacons are set to be a boon for advertisers, especially in the capital, as the average London taxi makes around 4,500 journeys annually. Furthermore, with regular taxi users found the be middle-management and above, they’re set to have high incomes and in possession of smartphones and tablets – ideal for marketing messages.

Interestingly, this isn’t the first tech-based move Ubiquitous has made. The firm has also introduced WiFi for passengers and also contactless NFC payments.

Take a look inside the minds of London's commuters

“Being the first company to put beacons into black cabs at scale is consistent with our innovative track record and I am delighted to be working with Proxama who are quickly establishing themselves as pioneers in this market,” said Andrew Barnett, MD, Ubiquitous.

“For all brands, the opportunity to connect with their customers through proximity marketing, in a high dwell-time setting such as the back of the cab, provides a unique one-to-one moment in which there is the time to respond to messages and offers.”

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