Mobile proximity marketers Proxama has rolled out a new London-based transport updates service in conjunction with Google Chrome.
The MyStop service delivers delivers real-time transport updates to both iPhone and Android users via the Chrome browser.
Tied with over 100 London buses, updates will be provided through the web-based browser, as well contextually relevant ads targeted via the mobile location beacons.
The MyStop service ties Google’s open beacon format Eddystone with Proxama’s mobile proximity platform, matched with Exterion Media’s beacon media estate on London buses.
Jon Worley chief executive of Proxama’s marketing division, said: “Proxama has long seen the potential in beacons for delivering great consumer experiences via mobile. The ability to deliver contextually relevant messages and content to specific demographics has been the Holy Grail for brands for many years.
“We’ve partnered with Google to ensure our TapPoint platform supports Physical Web experiences, meaning brands will no longer have to worry about whether a consumer is using this app or that device – just that they are connected to the internet.”
Mike Wood, product strategy and innovation director, Exterion Media, added: “It’s clear that Eddystone and the Physical Web creates exciting engagement opportunities for brands to better engage with consumers on the move. We have enhanced our bus beacon network to support Eddystone and we’re excited to see how brands take advantage of this.”
Google Chrome is the first web browser to support Physical Web notifications from Eddystone beacons – although the company claims such features will soon be available on FireFox, Opera and Edge browsers.