Proxama has launched the first of its mobile proximity ad campaigns on London buses.

This move, which has equipped 500 of London’s famous double-decker buses with Proxama’s Bluetooth-powered beacon technology, marks a key milestone in the industry. The buses will deliver real-time travel updates as well as relevant in-app ads to travelers who have signed up for the service.

Half a million travelers have already signed up for the service.

The project was developed by advertising giant Exterion Media and app developer Mapway. Proxoma’s beacon Mobile SDK was integrated into its Bus Times London mobile app, which deploys in-app ads to the mobile devices of passengers with the application. This allows marketers to capitalize on what is known as “dwell time”; the 17 minutes of idle activity that occurs during the average London bus journey.

More specifically, the half a million (and counting) users of the app receive contextually aware ads that “capitalize on the consumer’s exact physical context,” reported The Verge. Android users of the app started receiving the apps earlier this year and now they have also rolled out on iOS as well.

Location-based advertising using beacon technology drives higher consumer engagement levels.

According to a recent press release announcing the launch of the UK’s largest iBeacon consumer transport experience on London buses, brands that use beacon-triggered enhanced advertising have discovered that delivering contextually-relevant experiences boosts consumer engagement levels.

For instance, Sticky9 is seeing a 14.5% click-through rate average, which is much higher than the usually 1% or 2% of advertising that isn’t beacon-triggered.

What makes the particular enhanced Bus Times London app a particular hit with users is that aside from being sent relevant in-app ads that allow brands to capitalize on the consumer’s precise physical context and dwell time to deliver the best ads at the right time to increase click-through rates, it also provides users with real-time travel updates for the exact route on which they’re travelling.

Commenting on the partnership with Mapway and Exterion Media, Proxama’s marketing division CEO Jon Worley stated in the press release that “This collaboration 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 can deliver on both objectives.” Worley added that the partnership is just one more indication “that 2016 is the year that beacon technology for marketing gains significant traction.”

When you need to take a bus or a train to school, every day…

it doesn’t take long to discover that there are some gadgets and devices, like the iPhone battery pack, that you simply can’t live without.  However, it doesn’t stop there.  There are actually quite a few things that can make a huge difference in your ability to comfortably and conveniently make it too and from class, every day.

The key is to find exactly which items you really need and that fit the bill perfectly, because the last thing you want to do is spend money unnecessarily or give up limited real estate in your bag to something that isn’t perfect for the job.

The following are the absolute must-haves when it comes to equipping yourself for your daily commute to school:

• An iPhone battery pack – This one goes without saying, but if you don’t have one, it’s worth a reminder to pick one up. If you are going to face a commute every day, then you will need to make sure your smartphone, tablet and/or MP3 player are always charged.  This will allow you to keep yourself entertained and even keep up with your reading of electronic textbooks, so you can pass the time more quickly and usefully.
• A large water bottle – Preferably one that is stainless steel to protect you from plastics leeching into your water and to lower the risk of breakage associated with glass. Find one with a design you love – or even your school logo – so you’ll feel motivated to use it even more.
• A fantastic, durable bag – A backpack or messenger bag with padded places for your laptop, water bottle, books and all the other essentials is something you just can’t live without. This should be considered an investment.  Don’t cheap out on function in favor of form and be sure to try it on in the store.  Put something inside the bag, if you can, to see how it functions when you’ve got some weight in it.  Focus on padded straps, a padded back, quality materials and solid stitching.
• Emergency clothing – Life happens. Be ready when it does with a spare black tee, yoga pants, socks, undies and purse flats. They don’t have to be bulky or trendy.  They just have to be there for you in case the ones you’re wearing rip, fall victim to a spilled coffee, you sit in gum or anything else happens to them. Choose black options because they’re most likely to match the rest of the outfit you’re wearing on that unlucky day.

With these items and a gift card to the coffee shop you pass on your way…

which is great for breakfast or a latte when you’re running late – you’ll have the essentials covered for your daily commute.  Just don’t forget to keep your water bottle full and your iPhone battery pack charged for when you need it!