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4,000 Black Cabs to be Fitted with iBeacons in UK Cities

4,000 Black Cabs to be Fitted with iBeacons in UK Cities


Up to 4,000 black cabs are about to be fitted with iBeacons across London and other major UK cities, allowing passengers to receive contextually-relevant messaging as they travel.

It’s a result of a new partnership between proximity marketing company Proxama and Ubiquitous, the country’s largest provider of taxi advertising, which will allow the former to target consumer smartphones via Bluetooth Low Energy (BLE) signals.

Cities to be included in the scheme so far include London, Edinburgh, Glasgow, Manchester and Birmingham.

Mileage in beacons

Each black cab is estimated to make around 4,500 journeys per year, with the average clientele tending to have high personal income and be ‘smartphone and tablet enabled’, says Proxama.

The company sees taxi users as a desirable group for brands to reach.

Based on data from its existing beacon projects, the network expects a click-through rate of 24% to apps from ‘in-the-moment’ notifications, and it opens opportunity not just for Ubiquitous’s client-base but all app-centred advertisers seeking to engage with that target audience.

“The average cab journey lasts around 20 minutes in London and is a natural time for people to engage with their smartphone for messages and new content. We look forward to seeing the customer reaction,” says Jon Worley, CEO of Proxama marketing division.

Worley says the firm’s network of beacons has grown rapidly across London since the beginning of the year.

The Proxama Network now covers London buses, airports and black cabs, with further expansion planned across multiple sectors.

Proxama’s mission to connect with London’s commuters made PerformanceIN headlines in July this year, announcing that 500 buses in the capital would be equipped with beacon tech.

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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