Proximity marketing firm Proxama has announced a new partnership with Ubiquitous, the UKs largest provider of taxi advertising, which will see beacon-enabled ads rolled out in taxis in London and other major cities around the UK.

4,000 beacons will be installed in taxis in cities including Edinburgh, Glasgow, Manchester and Birmingham that will enable advertisers to deliver content-relevant, location specific messaging to consumers as they travel.

The average London taxi makes around 4,500 journeys over the course of a year, ferrying passengers between central locations, rail stations and airports. Regular taxi users tend to have high personal income, are smartphone and tablet enables, and likely to be middle-management and above, making them a valuable demographic to reach.

The new Proxama network represents not only an opportunity for Ubiquitous clients to send contextually relevant messaging to passenger smartphones, but will also be relevant to any app-based clients seeking a beacon network that engages high value consumers across a long dwell time.

“This is an excellent high profile partnership for us and one which we believe is extremely well suited to proximity marketing,” said Jon Worley, CEO of Proxama. “The average cab journey lasts around 20 minutes in London and is a natural time for people to engage with their smartphone for messages and new content. We look forward to seeing the customer reaction.”