Mobile proximity and payments firm Proxama has partnered with blowUP Media, one of Europe's largest out-of-home advertising companies to expand its beacon network, meaning that brands, marketers and advertisers will be able to reach over 260m consumers in the UK through its Bluetooth beacons.
Proxama will be installing its beacon technology on blowUP Media's East London Giant Poster network, which has attracted a wide range of advertisers keen to reach the young early adopters around London's Tech City area, which serves as a hub for innovation, fashion, design and social entertainment.
The partnership with blowUP Media is the latest in a series of deals Proxama has made to expand its Bluetooth Low Energy beacon network, with alliances with Exterion Media, Ubiquitous and Eye Airports bringing beacon-enabled media to buses, taxis and airport media sites.
"This new partnership hits another exciting milestone for the Proxama Network," said Jon Worley, CEO of the Proxama Marketing division. "The potential audience reach of this new partnership with blowUP Media alone is massive. Over 72m consumers will come into close proximity with these new beacon-enabled advertising boards every year.
"By applying beacon technology to an already impactful advertising channel, brands will have an opportunity to deliver contextually relevant and campaign specific messaging to people moving in and around this very tech-savvy area of London.
What's more, brands using these Giant Posters can use the beacons to help gather data and analytics to inform and complement their consumer mobile marketing strategy. Incorporating beacons into a billboard advertising campaign will ad a valuable listening tool that will help to shape the success of future advertising campaigns."