Exterion Media has deployed beacon technology to 500 London buses, in efforts to connect the public with brands in a better way.
The technology was developed by Exterion Media in collaboration with mobile proximity marketing company Proxama.
The companies used bluetooth low energy (BLE) beacon technology to provide in app messages to those travelling by London bus services.
Exterion said that it is working with some of the leading brands to deliver information and entertainment to more than 300,000 London bus commuters on a daily basis.
The company introduced the technology after a six month trial that was conducted on 110 buses in Norwich. The test resulted in 2,000 app downloads and 30% of users clicking after receiving notification.
According to Exterion’s online urban community, work.shop.play, London has the highest penetration of smartphones in the UK, with the average bus journey taking between 17-19 minutes. This gives enough time for the passengers to respond, interact, and view the customised content delivered to them by advertisers.
Exterion Media UK managing director Jason Cotterrell said: "We believe the future of OOH engagement is the ability to deliver a truly personal experience; and, with so many of us keeping our smartphones handy during the bus trips we take every day, it makes sense to combine the two.
"Our ultimate aim is to deploy this technology across our portfolio nationwide, with a long-term vision of providing full connectivity across buses in the UK."
