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Exterion Media to target London commuters via Bluetooth

Exterion Media has announced plans to install Bluetooth beacons on 500 buses in the Capital, allowing companies to target commuters on their smartphones.

The technology, which has been designed with Proxama, a mobile proximity marketing company, uses Bluetooth Low Energy (BLE) to communicate with smartphones that have Bluetooth switched on.

Jason Cotterrell, managing director UK at Exterion Media, said: “Our ultimate aim is to deploy this technology across our portfolio nationwide, with a long-term vision of providing full connectivity across buses in the UK.”

Having already been trialled on buses in Norwich, the technology is targeting London as it has the highest penetration of smartphones in the UK, alongside an estimated average bus journey of 17-19 minutes.

John Worley, the chief executive of Proxama’s marketing division said: “The trial in Norwich and our partnership with Exterion Media showed us that consumers are open to receiving content via their mobile devices while they travel, so we expect to experience a similar level of success once we roll out across London.”

This was posted in Bdaily's Members' News section by Ellen Forster .