Mobile payment technologies developer Proxama has partnered with Eye Airports to install Bluetooth low-energy beacons at eight airports across the UK.
Around 200 beacons will be installed initially at the Stansted, Bristol, Southampton, Inverness, Newcastle, Gatwick and East Midlands airports, and will later be extended to other airports.
The beacons will be used to deliver timely and targeted advertisements to passengers while they are waiting at the airports.
Proxama CEO marketing division Jon Worley said: "Our proximity marketing division, which focuses on connecting consumers to retailers and brands via mobile proximity marketing using Bluetooth low energy (BLE) beacons and near field communication technology, is pleased to announce its commercial partnership with Eye Airports to deliver location-based offers and promotions via the Proxama Network.
"Based on our experience we have already seen a 24% click through rate from our beacon deployments, which is higher than traditional forms of mobile marketing and much more targeted than email and geo-fencing."
Eye Airports will use the beacon network to drive 'in-the-moment' mobile marketing strategies that will connect more than 100 million passengers.
Advertisers will be able to deliver targeted content such as offers and rewards that can be reclaimed while passengers are in the airport.
Eye Airports managing director Sarah Parkes said: "This commercial partnership with Proxama further underlines our positioning at the forefront of airport advertising technology. Location based marketing offers a direct way of engaging with consumers in high footfall areas, such as UK airports.
"As the consumer chooses to receive these messages, they feel more involved in the communication process and, most importantly, can specify who they want to receive offers from."
Image: The Bluetooth beacon technology will help advertisers deliver notifications to passengers during dwell time. Photo: courtesy of Proxama.