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Proximity marketing firm secures premium UK shopping mall contract

Proxama, the London-based proximity marketing firm, has announced it has agreed a new revenue share contract with Limited Space, the media firm behind marketing displays in some of the UK’s most marquee shopping malls.

The deal will see the roll out of Proxama’s bluetooth beacons as part of Limited Space’s Adlift advertising assets, with a commitment to install beacons at 30 malls within the first six months of the contract, including destinations such as Bullring Birmingham and Bluewater London.

The marketing firm’s beacons, which support both Eddystone for Android devices and iBeacon for iOS, allow brands to advertise directly to user’s smartphones via in-app or web-based campaigns.

While the exact terms of the deal have not been revealed, but Proxama said the agreement could deliver a fortnightly footfall of around 47m people and has the potential to grow its beacon network to over 5,000 stations.

Proxama Chief Executive Officer, John Kennedy, hailed the contract as a logical step into the retail space, coming on the back of initiatives such as the firm’s agreement with Google to provide travel information for the capital’s buses.

He commented: “This move into retail is an important step for Proxama, as our core business focus is on working with brands and businesses who want to use our technology to reach millions of consumers. We are very excited about this contract and the opportunity it presents.”

Samantha Sida, Co-Founder of Limited Space, added: “This six month exclusive agreement with Proxama is an important development in the evolution of our retail media portfolio, giving us first mover advantage in the retail out-of-home sector.

“The beacon technology will turn more than 700 of our classic advertising assets into mobile ready sites, bringing the physical and digital world closer together, and enabling consumer interaction with a static advertising format. We are very excited to see the impact the partnership will have on our clients’ campaigns.”

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