LONDON (Alliance News) - Proxama PLC on Wednesday said the first mobile proximity advertising campaigns have started on 500 London buses under its partnership with mobile transport app developer Mapway and out-of-home advertising group Exterion Media.
Mapway has integrated Proxama's beacon Mobile SDK into its Bus Times London app to provide contextual in-app messaging and advertising.
"This collaboration marks an important milestone for the proximity marketing industry. App owners are looking for ways to increase active user numbers and establish new sources of revenue, and beacons can deliver on both objectives. Brands are also looking for ways to better understand and more accurately engage with their target audiences, so campaigns like this are ideal," said John Worley, the chief executive of Proxama's marketing division.
"The commercialisation of Proxama's products has begun, and we are looking forward to signing more brands over the course of 2016," he added.
Proxama shares were up 27% to 1.14 pence on the news, one of the best performers in the AIM All-Share.
By Sam Unsted; email@example.com; @SamUAtAlliance
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