EYE’s Mobile Platform Enables Advertisers to Reach Consumers Using NFC, QR Codes and SMS Messaging
UNITED KINGDOM — Eye has announced the immediate activation of Amplify, the world’s largest mobile-enabled Digital Out-of-Home (DOOH) network. Amplify is a technology-agnostic platform that enables advertisers to extend traditional out-of-home campaigns onto mobile phones using QR (Quick Response codes), NFC (Near Field Communications), SMS and AR (Augmented Reality). In the US, this complements their existing Mobile Proximity Marketing offering (Bluetooth and WiFi) which is powered by Mobiquity Networks.
“The conventional approach the industry often takes is to push whatever the latest technology happens to be which quickly becomes outmoded and doesn’t start from a client’s perspective. The Amplify proposition means that 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,” said Gerry Thorley, CEO, Eye Corp.
Eye has developed a single Amplify platform which incorporates an NFC chip, QR code display and SMS response mechanic. The installation of the devices is beginning to be rolled out across 8,300 of their existing out-of-home sites across Australia, New Zealand, the US and UK.
“With the exponential growth in smartphone penetration, advertisers recognize the power of mobile but the technology itself can often be the barrier to trial,” said Jeremy Corfield, Global Director – Commercial at Eye. “With Amplify, we have removed that perceived complexity. Whether it’s mobile coupons to drive product trial, movie trailers to encourage viewing, loyalty programs 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 Amplify network operates across airports, shopping centers and universities enabling advertisers to create mobile enabled conversations in environments with heightened dwell time. The network will be progressively activated starting in June with launch clients currently being confirmed in each market.
The DOOH Ad Network Locator is designed to help media buyers, planner and strategists identify digital place-based advertising networks by location, venue type, demographics and reach. There are 160 advertising-based networks organized by country. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.