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Proxama pair with Google to provide real-time transport updates for commuters

Proxama, the mobile proximity advertising company, has announced the launch of a new initiative with Google which will see the firm provide real-time transport updates on London’s buses.

The digital company, who have also paired with Out of Home advertising specialists Exterion Media, will provide updates entirely through Google’s Chrome web browser without the need to download an app, on both Android and iPhone.

Commuters will be provided with real-time route information, such as route updates and status, as well as being able to set a reminder when they are approaching their stop.

Advertisers will also have the capability to push contextual advertising to the phone’s of Londoners who utilise the service.

Central to the technology is Google’s Eddystone, an open beacon format which allows contextual data to be transmitted to users via low energy bluetooth beacons.

Commenting on the launch, Jon Worley, Chief Executive Officer of Proxama’s Marketing Division said: “Proxama has long seen the potential in beacons for delivering great consumer experiences via mobile. The ability to deliver contextually relevant messages and content to specific demographics has been the Holy Grail for brands for many years.

“We’ve partnered with Google to ensure our TapPoint platform supports Physical Web experiences, meaning brands will no longer have to worry about whether a consumer is using this app or that device - just that they are connected to the internet.

“Through Proxama, brands are now able to deploy beacon enabled campaigns to large numbers of consumers rapidly and without technical complexity. We expect further roll outs in London and the UK over the coming months across transport networks and high footfall destinations such as shopping malls, stadiums, city centres and events.”