Out-of-home media owner Eye will next month begin rollout of what it says will be the world’s largest mobile-enabled network of advertising locations.
Dubbed Amplify, it will comprise 8300 Eye sites in airports, shopping malls and universities across Australia, New Zealand, the U.S. and the UK. Each will be equipped with a technology platform that includes a chip with near field communication (NFC) capabilities, a QR code display, and an SMS response mechanism, providing a range of ways for an advertisement to interact with a consumer’s mobile handset.
There has long been interest in the integration of mobile with out-of-home on the part of many media owners and agencies, first in trials and then in real advertising executions. What is significant about Eye’s plan is its scale, providing advertisers with the opportunity to build in mobile interaction across wide-ranging campaigns.
Said CEO Gerry Thorley: “We can always start with the client challenge and recommend an appropriate solution using whichever technology platform is most appropriate, rather than pushing the latest widget.”
Added global commercial director Jeremy Corfield: “We have removed the perceived complexity [of using mobile with out-of-home]. Whether it’s mobile coupons to drive product trial, movie trailers to encourage viewing, loyalty programmes for ongoing connections, augmented reality for creative amplification or simply a call to action to drive Web traffic, our Amplify solution delivers all in one. The scale of our investment opens up the opportunity for major advertisers to create meaningful campaigns.”
The rollout starts 1 June. Eye is part of Australian-headquartered Ten Group.