Near-Field Communication, or NFC, is a set of short-range wireless protocols, similar to Bluetooth, which enables devices to share information, provide wireless access such as electronic keyless entry, and enables transactions such as mobile payment. NFC technology is beginning to make inroads in the digital out-of-home industry.
At last month's Customer Engagement Technology Worldwide (CETW) Conference in San Francisco, RMG Networks, a leading provider of digital out-of-home networks, announced a partnership with Blue Bite, a mobile-marketing solutions provider, to begin testing NFC technologies on their networks in San Francisco, New York, Chicago, Los Angeles, and Boston. Over a period of 6 months, RMG will begin incorporating Blue Bite's mTAG solution that combines NFC and QR code functionality at more than 75,000 digital-out-of-home locations. The system will prompt consumers to tap or scan an mTAG placard placed near each digital signage display. Once a user touches their mobile phone to a placard, location-specific content will automatically be displayed on their device that includes special offers and information.
Posterscope, an out-of-home marketing agency, has launched an advertising campaign across the United Kingdom that uses NFC-enabled posters to promote the release of 20th Century Fox’s latest movie, X-Men First Class, starring James McEvoy. The campaign uses NFC chip affixed to the rear of each poster that enable consumers to instantly access the latest film trailer on their mobile device. The outdoor campaign was developed as part of a partnership with Nokia, O2, Proxama, and JC Decaux.
“What's so exciting about this layer of interactivity is its simplicity and the size of the opportunity for generating scale," said James Davies, Director at Hyperspace, Posterscope’s innovation and digital division. "There are 130,000 commercially available poster sites in the UK that can be instantly enabled. For the client the cost of each NFC chip is extremely low and the consumer receives instant fulfillment. The potential application of NFC technology is immense.”
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