Clear Channel, the international advertising agency, is to install 100 interactive billboards in the capital over the coming weeks. The digital screens, which will be placed around Oxford Street, King’s Cross and Islington, will each have ‘near-field communication’ capability; technology which allows consumers to interact with the advert via their mobile phone.
The billboards will offer individuals the opportunity to interact with the adverts via Bluetooth, text messages and QR codes. Clear Channel is installing the adverts after a successful trial in Stockholm, Singapore and Antwerp.
William Eccleshare, chief executive of Clear Channel International, said:
“Over the past six months we have really grasped the digital nettle in the international markets. I absolutely believe digital will have a major part to play over the next five to 10 years and we have to take a long-term view of the business.”
The growth in near-field communication has been aligned with the increase in smartphone ownership. The technology has been used to download coupons, movie trailers and website details. It can also be used for transactions.
In May, we investigated the rise of near-field communication, highlighting the potential uses for companies hoping to interact with consumers via smartphones like the iPhone. But, as more and more customers turn to their mobile for mCommerce, customer reviews and customer service, organisations should begin to pay more attention to the different ways they can capitalise on this growing trend.