BlowUP Media’s East London Giant Poster Network Reaches Millennials with Beacon Technology
UNITED KINGDOM — BlowUP media UK and Proxama have announced a partnership that will see Proxama’s beacon technology expanded across blowUP media’s East London poster network. BlowUP media’s beacon-enabled poster sites will offer brands the ability to deliver in-the-moment contextual messaging to consumers’ smartphones as they come within close proximity of the large-scale outdoor advertising displays.
BlowUP media’s East London network attracts a wide range of advertisers keen to reach young early adopters around London’s Tech City. BlowUP media delivers impactful advertising to millions of consumers with one of the largest networks of Giant Posters, including digital out-of-home screens, in top locations across Europe. Adding Proxama’s beacons enhances the consumer experience and enables brands to see in-app campaign data and analytics that relates to specific locations and a measurable end-to-end customer journey.
Proxama’s network of Bluetooth Low Energy (BLE) beacons has expanded over the last 6 months with partnerships that include Exterion Media, Ubiquitous and Eye Airports. Beacon have been installed on buses, taxis and airport media sites transforming them into intelligent in-the-moment, proximity mobile marketing channels for brands to utilize as part of their mobile strategies. The partnership with lowUP media UK will expand Proxama’s network in the UK to 263 million consumers annually.
“This new partnership hits another exciting milestone for The Proxama Network. The potential audience reach of this new partnership with blowUP media alone, is massive. Over 72 million consumers will come into close proximity with these new beacon-enabled advertising boards every year,” said Jon Worley, CEO of the Proxama Marketing division. “By applying beacon technology to an already impactful advertising channel, brands will have an opportunity to deliver contextually relevant and campaign specific messaging to people moving in and around this very tech savvy area of London. What’s more, brands using these Giant Posters, can use the beacons to help gather data and analytics to inform and complement their consumer mobile marketing strategy. Incorporating beacons in to a billboard advertising campaign will add a valuable listening tool that will help to shape the success of future advertising campaigns.”
“Applying beacons to our network of Giant Posters around East London where there is a high concentration of early adopters and smartphone penetration, will offer an exciting new advertising platform for brands to connect the physical and digital,” Simon Russell, Sales Director of blowUP media.”This technology, either used as stand alone or in conjunction with the iconic poster sites will allow advertisers to affect how and when passers-by pay attention to the displays and, when integrated into campaign strategy, has the potential to raise the engagement levels even further.”
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.