Interactive Digital Out-of-Home Campaign Uses NFC, QR Code, and Red Crystal Technology
SYDNEY, AUSTRALIA — A new interactive digital out-of-home (DOOH) advertising campaign for Google Play, their newly launched entertainment portal for Android mobile devices, is raising awareness and driving online traffic. Google’s interactive advertising campaign is currently running at airport locations in Sydney, Melbourne and Brisbane utilizing more than 39 digital signage display panels on oOh! Media’s Fly Network.
One of the unique aspects of Google’s campaign is the use of mobile devices to increase engagement. Travelers interact directly with the campaign using their smartphones and tablets to control aspects of the screen’s content. Each digital display panel includes Near Field Communication (NFC), QR Code, and Red Crystal technology that connects each screen with a traveler’s mobile device. Red Propaganda’s Red Crystal technology turns a smartphone into a remote control that enables direct interaction with elements on a digital screens without the need for additional special software. Travelers simply tap or scan using their smartphone or tablet to take control of Google Play’s advertising and interact content across several genres that include Professional, High Octane, Tweens and Kids. Android phone users can also download selected books, movies, music, magazines and apps directly to their phone using oOh! Media’s free airport WiFi network.
“This was the first time an advertiser has taken full ownership of a digital platform to create a mass campaign that has enabled consumers to take control of the screen with their smart phones,” said Warwick Denby, oOh!’s Group Director, Business Strategy. “The Google Play campaign is oOh!’s most unique use of NFC, QR Code and Red Crystal technology to allow consumers to control a screen without needing to download an app. They can select the content they want displayed on the big advertising screens and then download movies, magazines, books, music or games from the Google Play Store immediately to their android device,” added Mr Denby.
“Back in 2002 when Minority Report featured a scene where billboards talked directly to individual consumers, this was only the stuff of science fiction. This campaign is a real-world example of how traditional billboards and technology can work together to gain a deeper connection between a brand and individuals. It demonstrates how well online and digital billboards can work together, and how smartphones can drive engagement and enable consumers to connect and transact with brands online-immediately. We believe this signals the start of something really remarkable for how companies market to the consumer and what is great is that this digital innovation is being driven out of Australia.”
“oOh! Media’s solution helped Google achieve its objectives of mass awareness as well as drive consumers to interact with Google’s Play Store in a relevant environment,” said Jenn Brown, Phd Communications Planning Director. “Drawing on insights delivered via our proprietary planning tool – Source, relating to the audience, market, category and brand, we determined that our strategy needed to deliver on three communication behaviors. We wanted the campaign to be rewarding, interactive, and truly mobile. We wanted this to be at a moment where consumption of entertainment content was top of mind—and the airport environment delivered on all of these elements. oOh! Media had developed new proprietary technology to bring our strategy to life in a way that answered each of the three strategic imperatives through their digital Fly offering, making them the ideal partners to introduce Google Play with music to the Australian market. The campaign has achieved more than 2000 interactions, which exceeded the trial out-of-home and NFC campaign engagement metrics that we’ve seen globally.”
“Google had chosen Australian airports to launch the new Google Play platform because of the world class, premium digital environment in combination with the high dwell time of travelers which provided a unique mix to encourage maximum engagement,” said Robbie Dery, oOh! Media’s Fly Group Director. “Over the last few years we have invested more than $20 million (Australian) to deliver the most sophisticated, world-class digital advertising opportunities within the airport environment to keep up with the growing passenger traffic. This year we’re expecting more than 120 million passengers through our terminals in Australia and New Zealand. Integrating our digital Fly inventory enabled Google to own the airport environment and target travelers en-mass who have the time and are in the right mindset to engage with Google’s Play Store platform. It’s great to see big brands recognize and invest in the media that will take away-from-home to the next frontier.”
oOh! Media offers one of the largest digital out-of-home advertising network in Australia. The company provides a range of media solutions that connects with on-the-go consumers throughout urban and regional Australia, New Zealand and Indonesia using roadside, retail, airport, experiential and place-based media.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
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. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media