Proximity marketing firm Proxama has secured deals with media and location owners Mobile Media Group, Emblem Group and Hathaway Chivers to expand its beacon network across their sites. The new partnerships complement existing relationships with a range of out-of-home media owners, including Exterion Media, Primesight and Ubiquitous.

Mobile Media Group provides outdoor advertising solutions including London Heathrow’s LHRLINK – the only transport network at London Heathrow connecting all terminals, arrivals and departures to all Heathrow Hotels. LHRLINK transports over 2.5m passengers annually, with an average travel time of 15 minutes.

Emblem Group is a location owner with assets in almost every tube or train station in London. A large proportion of its assets are newspaper stands, such as those used by City A.M., situated across commuter and tourist hubs in London.

Hathaway Chivers is a media agency that has deployed beacons in prime social locations, including 400 bars and pubs across central London and elsewhere in the UK, including 200 which are located within close proximity to all 20 Premier League football clubs.

The deals bring the number of beacons in Proxama’s network to 4,000, with support for both Apple iBeacon and Google Eddystone formats. The network is open for brands to utilise and roll out both mobile app engagement and ‘Physical Web’ campaigns enabling to reach UK consumers in the UK. In London alone, Proxama said, the network will offer over 1bn touchpoints a year for beacon interactions with consumers across major transit hubs and other high footfall environments. It will enable brands to connect with an average monthly audience of 2.5m consumers during periods of high dwell.

“While mobile is growing faster than all other digital advertising formats, campaigns are still rooted in the world of display,” said Proxama CEO, John Kennedy. “The power of mobile is context and being able to deliver a precisely targeted advert based on the consumer’s context in that specific moment. The lack of context is making it difficult for brands and agencies to ensure campaigns deliver strong engagement and return on investment. Being able to reach sought after demographics with rich content, as part of a contextually relevant engagement is vital. Through the power of proximity, brands can do just that.”