JCDecaux and Tapit Launch Outdoor NFC Ad Network in Australia
- Wednesday, September 21st, 2011
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JCDecaux and Tapit have signed an exclusive two-year agreement that will see the companies create Australia’s first dedicated Near Field Communications (NFC) Out of Home (OOH) advertising network.
Tapit will connect 240 panels across JCDecaux’s street furniture inventory to Tapit systems. This will enable advertisers to create OOH campaigns that consumers can interact with via their mobile phones. People walking past an enabled JCDecaux panel will be able to tap their NFC-enabled phone on the Tapit symbol to retrieve all types of mobile content.
“By the end of 2011, it’s anticipated that over 80 per cent of mobile handsets in Australia will have internet capability” says JCDecaux Australia CEO, Steve O’Connor. “As a consequence, outdoor is set to play an increasingly important role in helping advertisers drive an online offering. Recognizing this growth potential, we have partnered with an established specialist company in Tapit to ensure we deliver for advertisers the best possible connectivity.”
Tapit has already completed four NFC-enabled campaigns with JCDecaux. In a campaign for the prime time TV series, The Renovators, users were encouraged to “tapit” to download a ringtone. A campaign for Sydney radio station Nova FM allowed users to tapit to stream radio, and in a promotion for The QVB, a Sydney shopping centre, consumers were encouraged to tapit to go in the draw to win a shopping spree.
In order to give JCDecaux’s advertisers maximum reach to the mobile consumer, Tapit also provides integrated SMS and QR capability. JCDecaux clients can request any or all of the mobile options, but both JCDecaux and Tapit believe NFC is the future.