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May 18, 2015

Bluetooth beacon tech takes off at UK airports

Proxama and Eye Airports to deliver mobile advertising to eight UK airports.

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Proxama and Eye Airports are deploying Bluetooth beacons in UK airports to deliver targeted beacon notifications to passengers.

Using Proxama’s proximity technology, the two partners will initially install 200 Bluetooth low-energy beacons at London Gatwick, Stansted, Bristol, Southampton, Inverness, Newcastle and East Midlands.

Eye Airports will use the beacons to provide ‘in the moment’ mobile marketing for brands. Advertisers can deliver targeted content such as offers and rewards.

The scheme will later be extended to other airports.

Jon Worley, CEO of Proxama marketing division 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."

"By providing owners with complete control over their media network, beacons is 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.

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"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."

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