Eye Airports & Proxama bring Beacons to UK airports

Advertisers can deliver targeted content, such as offers and rewards, to passengers’ smartphones when they are in near to a beacon.

Proxama and Eye Airports have announced the immediate deployment of 200 Bluetooth low-energy beacons in various 8 UK airports.

Using Proxama’s beacon network, advertisers such as duty-free retailers, brands and airlines will be able to use this technology to deliver targeted content, such as offers and rewards, to passengers’ smartphones when they are in near to a beacon.

Under the first stage of the contract, Proxama will install an initial network of 200 Bluetooth beacons into the advertising signage in eight airports across the UK, giving advertisers the potential to connect to the 38 million passengers who pass through these airports each year.

The exclusive contract is initially for a two-year period.  Based on data from eyeairports existing beacon networks they anticipate that approx. 24% of consumers who receive location-based notifications click-through to the offers, a significantly higher percentage than other forms of mobile advertising.

The airports include London Gatwick, Stansted, Bristol, Southampton, East Midlands, Newcastle and Inverness.

Proxama is an international mobile commerce company specialising in proximity marketing and provider of end-to-end payment solutions for card issuers.

Eye Airports is the largest owner of airport advertising space in the UK.

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 of Proxama marketing division comments:

“This is not only a significant and exclusive commercial contract, but it will also be an excellent opportunity to showcase our technology in one of our primary sectors. Airports are an ideal environment, with their high dwell times giving brands and retailers the opportunity to interact in a different and innovative way and encourage air travellers to visit stores, find out more and take advantage of unique offers.”

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