Ngage opens Australian doors with TEG partnership

  • Media
  • December 6, 2012
  • StopPress Team
Ngage opens Australian doors with TEG partnership

Auckland-based digital display and customer engagement company Ngage Media has partnered with the Efficiency Group to launch Ngage Australia.

“We are opening offices in Sydney and Melbourne and a showroom in Brookvale, Sydney, to showcase the latest in hardware and software technology," says director Alan Nicholas. "This will give us real presence in the Australian market." 

TEG is a well-established Australian company specialising in point of purchase (POP) design, prototyping, production and distribution and works with the likes of Dick Smith, Vodafone, Disney, Caltex and Cadbury. 

The partnership will see Ngage Media’s digital signage expertise used to offer its clients customised POP displays engaging consumers at that key decision-making time.

Digital signage has long been talked about as the Next Big Thing and bringing together existing technologies in a way that creates explosive and penetrating marketing campaigns was the focus of Ngage’s Cutting Through the Digital Landscape event last week. 

More than 200 people were drawn to The Cloud on Queen’s Wharf, browsing the latest technology in digital signage on display (including Samsung’s super cool transparent screen) and listening to the panel of industry speakers.

With services like those of Ngage, current technology like digital signage, social networking and mobile phones can now interact and be used as effective marketing tools and this integration of technology is allowing a sort of creativity that hasn’t been possible before.

Sanjay Manandhar, the keynote speaker, is founder of Boston-based software platform Aerva, which manages digital displays that allow interaction with mobile phones. This platform is used by Ngage in Australasia.

Manandhar has so far pulled off some huge campaigns, like Taco Bell’s Doritos Tacos Locos product launch. Recruiting hometown “tweet-offs,” they posted people’s tweets and avatars on a digital billboard promoting the product. The campaign boosted that item to the company’s #1 product in just three weeks. The secret was using the right tool for the right demographics—Twitter—and the key result was people sharing.

He said everything will soon be connected to everything, digitally, so innovation is key. Also, looking forward is important, but a big shift can come fast and ruthlessly, and you’ve got to be wily in keeping an eye on what consumers are doing. In stark contrast to a decade ago, the consumer are driving change, and end user experience will drive the dollars. 

And finally, he said the rules are now different. Only the most nimble players will set the stage. He cited Obama’s success in the US presidential campaigns down to his relentless use of social media compared with Romney’s primarily TV-based campaign. 

Other speakers included Mike Hutcheson, executive director of the Image Centre Group, Steve Simms, co-founder of Tomizone and Jeff Hazell, business propositions manager at Vodafone, who all proclaimed the imminent move of society to a completely mobile world and the creative advertising opportunities that this will bring.

Simms talked about the smarter ways marketers are interacting with the customers. Vending machines can be interconnected with advertising systems, through display screens offering downloadable content. Airports are using free wi-fi to create personalised ads for users. And in the future, everything will be done in a mobile world.

Hazell said communication is changing beyond recognition. Today’s consumer, ensconced in a mobile world, is more impatient, more informal and more aware of choice. The impact on business is that it has turned it upside down. Forget bookstores and CD stores, the new imperative is to go mobile with web-based content.

Ngage’s new app, BOXT, was also launched at the event. The app is both a powerful tool for marketers and consumers, with location-based technology that connects users to the retailers they see around them, in the moment.

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