Proxama and blowUp Media UK have teamed up to integrate beacons within blowUp's east London Giant Poster network. This DOOH network is expected to extend the reach of Proxama's beacon technology, creating interactions with 72 million potential customers through the advertising boards, and will go live this month.

"This new partnership hits another exciting milestone for the Proxama network," comments Jon Worley, chief executive 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."

The beacon-enabled network will enable brands to deliver immediate, on-the-spot marketing messaging to the consumers' smartphones. Advertising is aimed at technology-literate under-30s in the hope that this will improve engagement and reach a demographic attractive to retailers. 

"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," explains Simon Russell, sales director at 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."

The newly beacon-enabled east London network is expected to reach audiences on Great Eastern Street, Old Street, Kingsland Road and Brick Lane.