WARC, 26 March 2014
LONDON/NEW YORK: 175m consumers around the world will soon
be able to interact with advertisers by using their smartphones to access
messages via billboards and street furniture, a leading out-of-home advertiser
has announced.
Clear Channel Outdoor, one of the world's largest outdoor
advertising companies, said it plans to roll out its interactive mobile
advertising platform, known as "Connect", to 75,000 sites in 23
countries over the next three months.
As reported by the Financial Times, it already operates
about 20,000 interactive sites across the UK, Singapore, Belgium, Finland,
Ireland and the Netherlands and its planned expansion marks a significant move
to tap into the possibilities offered by the worldwide adoption of smartphone
technology.
By the end of June, its global network will see additional
platforms in Brazil, Denmark, Estonia, France, Italy, Latvia, Lithuania,
Mexico, Peru, Poland, Spain, Sweden, Switzerland and the US.
All these sites will be fitted with tags enabled for Near
Field Communication (NFC) with a QR (quick response) barcode, which will allow
users to scan their smartphones at billboards or static structures, such as bus
shelters. Users in Latin America also will be able to interact with ads via
SMS.
William Eccleshare, CEO of Clear Channel Outdoor, said:
"We have made this investment because all our intelligence tells us this
is what consumers want, to be able to engage with brands individually,
immediately and effectively."
"We are bridging the online and offline worlds by
combining our outstanding audience reach with personal engagement through
mobile devices," he added.
The company claims that the technology will help advertisers
to deepen brand engagement with consumers offering real advantages.
Interactive outdoor displays enable brands to provide
consumers with additional and relevant information, but also serve to capture
consumers' data, such as location, dates and times of usage.
Data sourced from Clear Channel Outdoor, Financial Times;
additional content by Warc staff
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