The buzz about mobility just keeps getting louder but many clients are still working out what the rapid uptake of the technology means for their business and how they can use it to their advantage. So out-of-home media company Eye is aiming to make things a bit easier for them and get their content onto consumers' phones with the new technology-agnostic Amplify platform, "the world’s largest mobile enabled digital out-of-home network".
A lot of what's happening at the moment, says Eye’s chief executive Gerry Thorley, are basically “stunts”, whereby campaigns run a temporary technology application on selected sites only. But by incorporating QR (Quick Response codes), NFC (Near Field Communications), SMS and AR (Augmented Reality), into 8,300 of its existing out-of-home sites around the world, he says Amplify enables advertisers to extend traditional out-of-home campaigns onto mobile phones.
“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," says Thorley. "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."
- Check out the clips below for a rundown.
Youtube VideoThe installation of the devices is beginning to be rolled out in Australia, New Zealand, the UK and the US (in the US, Amplify complements its existing Mobile Proximity Marketing offering of Bluetooth and WiFi). In New Zealand, Eye has airport, mall and tertiary sites and around 1,000 ground-level sites will eventually be equipped with the technology.
With the exponential growth in smartphone penetration, Jeremy Corfield, Eye's global director, commercial, says advertisers recognise the power of mobile, but the technology itself can often be the barrier to trial.
"...We have removed that perceived complexity," he says. "Whether it’s mobile coupons to drive product trial, movie trailers to encourage viewing, loyalty programmes 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 advertises to create meaningful campaigns.”
The network is being progressively activated from June 1, with launch clients currently being confirmed in each market.