Proxama ties in with Google Chrome for London ad service launch

Marketing group Proxama has teamed up with Google to employ its Chrome browser and Eddystone advertising 'beacon' to launch its MyStop real-time transport update service in London.

MyStop delivers real-time transport updates to London commuters and travellers' mobiles when they use the Chrome browser, with advertising relevant to the shops, bars and restaurants nearest to them at the time.

Initially focused on London bus passengers, the service will provide them with real-time route updates, reminder notifications when their chosen stop approaches and serve them 'contextual' adverts.

The campaign has launched in London in partnership with privately held outdoor media group Exterion Media via Google's Eddystone open beacon format.

Eddystone enables any smartphone with the Chrome browser - estimated to be at least 50% of all handsets - to interact with the interactive offer codes on posters or bus stops that form the 'Physical Web' project from Google’s Chrome team, without the need to download an app.

Proxima said partnering with Eddystone would enhance the scale of advertising campaigns on MyStop "significantly".

"Proxama has long seen the potential in beacons for delivering great consumer experiences via mobile," said Jon Worley, CEO of Proxama's marketing division.

"The ability to deliver contextually relevant messages and content to specific demographics has been the Holy Grail for brands for many years."

Shares in Proxama jumped 31% to 1.15p by just after 1000 GMT on Wednesday.