Adshel joint venture partner Clear Channel Outdoor (CCO) is launching its interactive out of home advertising platform Connect in New Zealand in June.
The platform enables advertising panels with Connect tags on CCO’s pedestrian-accessible sites to launch interactive content on mobile devices via near field communication or QR codes.
In New Zealand, Adshel is working to roll out a network of 1500 mobile enabled sites in key metropolitan areas for the June launch.
“Google’s ‘Mobile Planet’ research has shown that smartphone penetration in New Zealand is rising fast, from 44 percent in 2012 to 54 percent in 2013 and this increasingly connected consumer is expecting more opportunities to interact and engage with brands," says Adshel New Zealand general manager Nick Vile.
"Consumers in New Zealand are accessing more media outside of the home and we need to provide new and relevant ways to reach and engage these people. With traditional media continuing to decline, outdoor is best placed to take advantage of the opportunities that mobile is bringing to advertisers."
The Connect tags are permanently attached to digital or static posters at sites with high foot traffic and long dwell times, like bus shelters, shopping malls and point of sale, Adshel says.
Local sites are still being finalised but will include existing bus stops and free standing units in the main metropolitan centres.
Advertisers can use the platform to provide information like search, maps, discounts and vouchers, games, video, photos and apps, social media, text and messaging and sharing.
They can also tap into information collected using the platform, such as date and time, location, click-through conversion and which type of device a consumer used.