Enable iD & Proxama Marketing Partnership

10 Jan 2017

New partnership allows brands to deliver contextual advertising-as-a-service to rail commuters

Proxama PLC, the leading mobile proximity marketing experts, today announced that as part of a wider customer information trial, its beacons have been installed on a number of Chiltern Railways’ Birmingham to London mainline trains.

The partnership with Stratford-upon-Avon specialist platform developer Enable iD further extends the consumer reach of Proxama’s advertising network, already the biggest in the UK, to Arriva UK Trains, owner of Chiltern Railways and one of the largest European transport operators. Brands can utilise the Proxama network to deliver contextual, location-based advertising based on commuters’ proximity to Bluetooth beacon devices on Chiltern Railways’ trains and at stations. The technology supports both Google’s ‘Physical Web’ messaging via a Smartphone’s web-browser, as well as in-app engagements and notifications.

The beacon network enables brands to reach consumers who are in periods of high dwell. When sitting idle on a train, travelling long-distance – such as the London-Birmingham – line, users are more likely to be receptive to targeted brand engagements.

Location-based mobile advertising means consumers receive relevant content based on their context straight to their device, dramatically improving engagement and RoI.

Beyond the advertising trial the beacon network will be used to improve services and the overall commuter experience. Using Enable iD’s expertise in the Internet of Things and personalised data solutions, personalised customer journey information can be delivered and consumer insight is gleaned, whilst preserving the privacy of individuals. The launch builds on Arriva UK Trains ambition to implement innovative technology initiatives that transform travel experiences.

“This is the first time that our platform and integrated beacons have been used for a trial on the rail network.” said Chris Thompson, Chief Strategy Officer at Enable iD. “Recognising the power of technologies such as beacons to deliver a differentiated consumer experience, with highly personalised advertising becoming an associated product, is an important milestone in building a more innovative, engaging, and better connected UK rail network.”

“This partnership represents a further step for Proxama as we continue to accelerate our network growth and work with global brands who want to reach our audiences via their mobiles. We’re focused on expanding our beacon network around major transport hubs that can create influential moments for brands and importantly, for consumers to gain real value from brands in return,” said John Kennedy, CEO of Proxama. “Enable iD, with its IoT and personalisation expertise, and Arriva UK Trains, with its scale and ambition, are important partners for us as we make our first steps into the Railway sector and continue to demonstrate the power of proximity marketing.”

“Proxama is opening up Enable iD’s MyJrny platform and beacon network to app publishers and advertisers that want to deliver highly personalised context-aware messaging. This partnership means we can reach people 'in-transit', as well as at key transport interchanges and city centre locations,” said Chris Thompson. “It enables us to help our clients deliver real-time multi-modal journey planning and management solutions that enhance their core services, subsidised through immediate revenue generation.”

Proxama’s toolkit of products and services continues to enable brands to quickly roll out sophisticated proximity marketing campaigns across its network of beacons. The company announced its beacon advertising network had surpassed 4,000 beacons UK-wide at the end of last year. The network now includes trains, significantly bolstering scale and coverage, in addition to existing deployments across transport infrastructure such as buses, taxis, airports as well as restaurants, bars and shopping centres. Proxama was recently certified by Google as one of two companies in the world to achieve Location Services Provider status.

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