In-mall digital advertising network owner Adspace Digital Mall Network today announced that the company is collaborating with mobile-marketing solutions provider Blue Bite to install Near Field Communication technology into 140 malls of the extensive 206-mall national network.
The addition is intended to further increase mall shoppers' mobile interaction with Adspace Networks' digital Smart Screens, the company said.
Blue Bite's proprietary mTAG platform uses NFC and Quick Response, or QR, codes to facilitate a variety of brand-to-consumer interactions. The Smart Screens will feature client advertising that motivates consumers to either tap or snap the mTAG placard on the side panel of the unit. The mTAG delivers rich user experiences such as content downloads (movie trailers, mp3s, e-books, apps), Web-based games and applications, promotions and coupons, social media integration, maps and more, directly to shoppers' phones.
Shoppers with NFC-enabled mobile phones will be able to receive content instantly, creating a seamless and intuitive engagement with the brand. Consumers with phones that do not yet have NFC will still be able to scan a QR code to access the same content. Content will be location specific so advertisers can easily target campaigns by demographic, DMA or by mall. The users can further the impact of mobile campaigns by sharing them with their friends via Facebook and Twitter.
"Utilizing Blue Bite's mTAG technology will extend a brand's message featured on our Smart Screens to a shopper's mobile device, encouraging them to interact on a deeper level," said Dominick Porco, chairman and CEO, Adspace Networks. "Importantly, these interactions are measureable and will confirm the shoppers' engagement with our Smart Screens."
The mTAG technology will be deployed on Adspace Smart Screens and available to advertisers starting April 15th, 2013.
"As consumers become increasingly reliant upon their mobile phones, the ability to communicate with them on their most personal screen will transform the shopping experience," said Mikhail Damiani, CEO and co-founder of Blue Bite. "We are excited to partner with Adspace as we believe that Digital Out-of-Home represents a natural fit for mobile integration."
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