Beacon tech provider Proxama’s tie-up with taxi advertising firm Ubiquitous will allow retailers to send ads directly to passengers’ phones.
The partnership will see beacons installed into up to 4,000 taxis in London and across other major UK cities including Birmingham, Manchester, Edinburgh and Glasgow.
Proxama’s technology will see passengers receive contextual advertisements based on their destination, enabling retailers to increase proximity-driven engagement with potential customers and drive footfall into stores.
A London black cab makes approximately 4,500 journeys a year lasting an average of 20 minutes. Regular passengers tend to have high personal income as well as being smartphone and tablet enabled.
Beacon-equipped taxis represent a mutually beneficial relationship for retailers and passengers alike, giving retailers access to affluent potential customers while providing passengers with relevant content to browse as they travel.
Ubiquitous’s managing director Andrew Barnett said beacon-enabled cabs would give retailers the opportunity “to connect with customers through proximity marketing in a high dwell time, providing a one-to-one moment in which passengers have the time to respond to messages and offers.”
Proxama have existing beacon networks across London buses and airports and anticipate that 24% of consumers who receive proximity-driven notifications will click through to the advertiser’s app.