In a world where marketers need to be increasingly sophisticated with how they engage with consumers, Proxama showcase how mobile engagement via beacons, facilitates contextual messaging and advertising, based on consumers’ physical location and dwell time. Presented in conjunction with Mapway, the world’s number 1 publisher of mobile transport apps, find out from case study data on how brands can increase active user base via utility driven beacon engagement, as well receive a better ROI by delivering a richer mobile advertising experience.

1. © Proxama 2016
Beacon-Powered Mobile App Engagement
Beacon-Powered Mobile App Engagement
Jon Worley, CEO of Proximity Marketing
Proxama
David Weetman, Commercial Director
Mapway

2. © Proxama 2016
Beacon-Powered Mobile App Engagement
The leading mobile proximity commerce company
Proxama specialise in transport based mobile proximity services, using Bluetooth beacon-led technology, to
deliver the most accurate and reliable mobile location and behavioural data for digital advertisers and agencies.
Proxama’s award-winning mobile technology platform, TapPoint®, enables brands to connect physical and digital
assets via mobile to increase consumer engagement, retail sales and loyalty, across transport networks and high
footfall destinations such as shopping malls, stadiums, city centres and events.
About Proxama
2

3. © Proxama 2016
Beacon-Powered Mobile App Engagement
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 Part of mxData, established in 2004
 Plan. Route. Relax.
 23 cities + 2 nationwide apps
 Transport systems including Subway, Bus and Train
 Map centric design, offline capability
About Mapway

4. © Proxama 2016
Beacon-Powered Mobile App Engagement
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 Mobile devices account for over 50% of time spent
online in the UK
Global Web Index
 One in six UK adults who own a smartphone look at
their phone more than 50 times a day
Deloitte
 Smartphone penetration rose by 10% (2013 – 2014)
for those aged 55 and above
Deloitte
 59% of smartphone users are prompted to use their
device by ‘other media’
Internet Advertising Bureau
A Nation of Smartphone Addicts

5. © Proxama 2016
Beacon-Powered Mobile App Engagement
Mobile Engagement and The Internet of Things
Statista
Smartphone
penetration in
the UK by 2017
5
77%
$100
Billion
eMarketer
Spend on Mobile
Advertising forecast for
2016, accounting for 51%
of the Digital Market
30
Billion ABI Research
Devices will be wirelessly
connected to the Internet
of Things by 2020
£44
The Centre for Economics and
Business Research
The average London
commuter spends £44 a
week buying stuff during
their daily commute
400
Million ABI Research
BLE Beacon
Shipments will be
delivered by 2020
36%
The Guardian
of UK online sales are
now completed on a
smartphone or tablet

6. © Proxama 2016
Beacon-Powered Mobile App Engagement
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7. © Proxama 2016
Beacon-Powered Mobile App Engagement
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 App Store Requirements
 Growth of Active User Base
 Revenue Generation
 Advertising Insights
Challenges for App Owners

8. © Proxama 2016
Beacon-Powered Mobile App Engagement
Beacons and Mobile Proximity Commerce

9. © Proxama 2016
Beacon-Powered Mobile App Engagement
Delivering Highly Contextual Mobile Engagement
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Right Place: Engage your app users by adding
contextualised messaging based on exact
location.
Right Time: Take advantage of dwell time,
when your customers have a spare moment
to think about your brand.
Right Frame of Mind: Advertise when your
customers are relaxed, seated and looking for
something to occupy themselves.
1
2
3
1 2
3

10. © Proxama 2016
Beacon-Powered Mobile App Engagement
40.3 Million
Consumers travel through
beacon-enabled London
Gatwick
1.8 Million
London passenger journeys
made in beacon-enabled
taxis per year
78 Million
Consumers visit beacon-
enabled cinemas per year
103 Million
Consumers pass beacon-
enabled advertising sites
per year
52 Million
Consumers visit beacon-
enabled pubs and bars
per year
371 Million
Consumers pass through
beacon-enabled London
tube stations
135 Million
London passenger
journeys on beacon-
enabled buses per year
Reach Millions of Consumers

11. © Proxama 2016
Beacon-Powered Mobile App Engagement
Case Study
The UK’s Largest iBeacon Consumer
Transport Experience

12. © Proxama 2016
Beacon-Powered Mobile App Engagement
Bus Times London App Mobile SDK
Integration
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Overview
 UK’s largest iBeacon experience across 500
buses throughout London
 In partnership with Exterion Media, Europe’s
largest privately owned out–of-home media
owner
 Mapway has integrated Proxama’s beacon
Mobile SDK into its Bus Times London app
 Facilitating in-app advertising and notifications

13. © Proxama 2016
Beacon-Powered Mobile App Engagement
Bus Times London App Mobile SDK Integration
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Solution
 Real-time travel updates - in-app notifications
delivered to users when they board a beacon-
enabled bus, advising them of real-time travel
updates for the route they are traveling on
 Contextual in-app ads – relevant and timely
advertising served based on the consumer being
on board a bus at time of viewing.

14. © Proxama 2016
Beacon-Powered Mobile App Engagement
Engagement Results for In-app Notifications
Notifications Displayed
8,500
14
Unique Click Through
Rate
Percentage of unique users who have
clicked-through a notification
44%

15. © Proxama 2016
Beacon-Powered Mobile App Engagement
Ads Delivered via Beacon Trigger
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CTR across interstitial
adverts served
9 – 15%

16. © Proxama 2016
Beacon-Powered Mobile App Engagement
Don’t Forget the Consumer!
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 ‘Value notifications’ create additional sessions for
app owners
 Engage app users by sending notifications based on
their exact location
 Drives revenue for app owners by offering in-app
advertising
 Better ROI for advertisers on in-app advertising

17. © Proxama 2016
Beacon-Powered Mobile App Engagement
Next Steps
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 Following the success seen to date on its
Android app, Mapway is integrating
Proxama’s proximity Mobile SDK into the iOS
version of the Bus Times London app
reachable audience with
both apps
500,000

18. © Proxama 2016
Beacon-Powered Mobile App Engagement
Thank you for your time
hellomarketing@proxama.com
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proxama.com mapway.com
info@mapway.com