It allows brands to integrate mobile messages with outdoor campaigns targeting commuters and shoppers in the area with bespoke branded content.
The Bluetooth service is provided by CBS Outdoor and BlisMobile on 100 London buses operating high profile routes along Oxford Street and Regent Street. It will now be rolled out and the firm hopes that advertisers will take up the opportunity during the Olympics.
During the trial, Walkers registered 9,000 downloads during a four-week campaign period. Lynx registered 4,351 downloads during a week-long campaign and Cornetto got 1,363 downloads during four weeks.
Jason Cotterrell, country director at CBS Outdoor UK says: “Bluetooth perfectly complements those who want to engage on a one-to-basis with an audience on the move, whilst not disturbing other bus commuters who don’t wish to be. The introduction of Bluetooth not only provides a re-energised interactive interior communication tool but is something that can be monetised too.”
Other outdoor media owners are investing in technologies such as NFC that allow advertisers to integrate billboard and digital outdoor content with mobile devices to create more engaging campaigns.