Posterscope Deploys 'Near Field' Test, Could Revolutionize Outdoor Media Buys
Posterscope described the beta buy as a "test" that will benchmark the potential for NFC as a mainstream out-of-home advertising tool that could be rolled out nationwide.
The main focus of the test will be the "usability" of the technology, meaning how people interact with it.
The test utilizes technology developed by NFC technology developer Proxama and Nokia, which is being applied to ads promoting the new season of VH1's "Basketball Wives" series on bus shelter installations owned by CBS Outdoor, JC Decaux and Cemusa.
Posterscope executives say the NFC application will enable onlookers to tap an icon on the ads with an NFC-enabled phone to view an exclusive clip of the show. They described the technology as "easy," and "hassle-free," and noted that the bus shelter installations required no more than a "paper-thin" sticker to be affixed to the back of the ads.
While the test focuses on whether consumers will utilize the NFC application to download content, future uses could offer the ability to make instantaneous purchases or offers.
"The potential for seamless integration into out-of-home formats offers an enormous added value in extending brands to consumers," the Posterscope team said in a statement, adding, "The retail possibilities are enormous."
Nokia, which also is a Posterscope client, provided NFC-enabled phones for the test, which have been available in its Nokia Astound models sold by T-Mobile since earlier this year.
"What is so exciting about this new technology is its simplicity, its low cost and the worldwide adoption taking place," stated Martin Porter, vice president and director of Hyperspace, "all creating large-scale purposeful marketing opportunities that can be easily implemented across the U.S. There are hundreds of thousands of commercially available poster sites that can be instantly enabled with the technology. The potential application of this technology is immense."
Recent MediaDailyNews Articles
-
Original 'Voice' Judges Return May 17, 5:41 p.m.
The original quartet of coaches for “The Voice” will return for the fifth season this fall. ... -
Van Wagner Partners With CineSport For Online Video May 17, 5:34 p.m.
Van Wagner Communications’ Sports and Entertainment division is joining forces with CineSport, partly owned by Van ... -
'Idol' Falls, 'Bang' Leads Thursdays May 17, 3:38 p.m.
TV broadcast networks environment is definitely shifting -- as evidence of last major night of the ... -
Sapient Revs Up 12%, Optimistic About 2013 May 17, 2:47 p.m.
Marketing services company Sapient reported first-quarter revenues of $292.6 million, up 12% from the same period ... -
KSE Finalizes Outdoor Channel Buy May 17, 11:08 a.m.
An entity controlled by sports entrepreneur Stan Kroenke has finalized its acquisition of the Outdoor Channel ... -
'Tonight' Still King Of Late-Night TV May 17, 10:49 a.m.
While NBC proceeds to sets up its late-night changes for next year, "The Tonight Show with ... -
U.S. Open Going Cable-Only, Moves To ESPN May 17, 9:18 a.m.
After decades on the network that saw stars from Ashe to Navratilova to Federer win, the ... -
USA Looks To Make Comedy King In The New Season May 16, 10:22 p.m.
What do you do when you’re the last network putting on the last event of the ... -
Comedy Central Goes Dark To Simulcast New Radio Channel May 16, 6:12 p.m.
For the first time since its tribute to Johnny Carson 20 years ago, Comedy Central will ... -
MGM Doubles Revs, 'Hobbit' Helps May 16, 5:56 p.m.
A big positive swing for MGM Holdings was seen in its first-quarter earning results, thanks to ...
Be the first to comment on "Posterscope Deploys 'Near Field' Test, Could Revolutionize Outdoor Media Buys"
Leave a Comment