JCDecaux Australia and Tapit Bring Near-Field Communication to Outdoor Advertising

JCDecaux Australia has partnered with Tapit to create a dedicated near-field communication out-of-home advertising network.

With the deal, Tapit will be putting up NFC tags on 240 advertising panels across JCDecaux’s street furniture across Australia.

JCDecaux Australia provides functional and beautiful street furniture as well as Citylight panels.  These are spread at prime locations in Australia guaranteeing optimum visibility for advertisers.

Tapit, on the other hand, is an expert in near-field communication marketing and has a strong presence in the Asia-Pacific region.

The partnership will give advertisers the opportunity to have out-of-home campaigns that also offer unlimited interactivity to mobile consumers.  People passing through the street furniture will soon be able to tap it with their NFC-enabled phones and be taken to a special mobile site, a video , or any other marketing collateral.

Tapit and JCDecaux, however, will not stop at NFC.  They will also provide SMS and QR code capability.

The partnership is made more significant by estimates that a majority of Australians would have mobile handsets that would allow them to go on the Internet.  JCDecaux Australia CEO Steve O’Connor explains that at the end of the year, 8 out of 10 mobile phones in the country will have Internet capability.  As such, connected out-of-home marketing should be part of your marketing mix.

Tapit CEO Jamie Conyngham, on the other hand, says that the partnership has made “new types of OOH mobile campaigns” possible.

Focus on NFC Mobile Marketing

While NFC has been getting a lot of coverage for its uses in convenient wireless payments, NFCMe.com thinks that this initiative is a great way to also train the spotlight on its sales and marketing applications.  We think that NFC, like QR codes, also serves as a great way to bridge offline marketing materials to the online world.

Now people can see your advertisement on the street and with a simple wave or tap on the actual advertisement, you can give them more information about your product, direct them to the nearest store, or show them a video that details just how superior your product is and why they should buy!

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