Beacon Powered Mobile App Engagement on London Transport

Case study

The in-app mobile proximity service, launched in partnership with Mapway on 17 March 2016, is the UK’s largest iBeacon experience. The live service facilitates contextually relevant mobile engagement with consumers who are travelling on London buses and experiencing times of high dwell.

Mapway was keen to lead with a customer utility function, so combining its Bus Times London app with our existing beacon-enabled bus network presented the perfect opportunity to increase engagement with app users.

In addition, the service allows brands to engage with an expansive mobile audience based on their exact physical context – a critical factor in defining the right moment to engage, capture the users’ attention and achieve higher levels of response – and in turn better ROI.

Solution

Mapway integrated our TapPoint® Mobile SDK into its Bus Times London app to facilitate mobile engagement across beacon-enabled buses in London. The network, in partnership with Exterion Media, gives brands access to millions of consumers experiencing levels of high dwell and in the mind set to engage (the average London commuter spends £44 a week buying stuff during their daily commute¹).

Keeping the consumer at the centre of the experience, the service leads with a valuable utility capability related to the consumer’s journey and travel plans. Secondary to this is the ability to deliver contextually relevant and timely in-app advertising.

  • Real-time travel updates: creating more in-app sessions for the app owner, notifications are 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: higher levels of app sessions gives publishers more ad space to fill, so in turn increase and open up new revenue streams. In the advent of adblockers, contextually-relevant advertising will make users less likely to block and more likely to click through, delivering better ROI for both app publishers and advertisers.

Outcome

This service is a huge milestone for the proximity marketing industry. App owners are looking for ways to increase active user numbers and establish new sources of revenue, and beacons deliver on both objectives.

Brands need to work harder to reach their audience, meaning the consumers’ physical context is a critical factor in defining the right moment to engage. The CTR for beacon delivered in-app advertising is showing much higher than other methods of mobile ad delivery.

  • 8,500 beacon driven notifications displayed
  • 44% unique CTR on utility led notifications
  • 9 – 15% CTR across interstitial adverts served (compared to 1 – 2% not served via beacons)

Mapway_case study

¹ The Centre for Economics and Business Research

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