Posts from date: June 2012
The first test of notable scale of NFC-enabled advertising launched in Reading in March 2012, led by outdoor media agency Kinetic and out-of-home advertising giant JCDecaux. An assortment of advertisers got involved in the pilot, including Morrisons, H&M, Universal DVD, Mercedes, ITV2, Lucozade, EA Games and Unilever's Lynx, Toni & Guy, Magnum and Vaseline brands. The findings showed 3,000 people scanned the poster sites during the trial (2-3 scans per person) – the equivalent of 1 million people if up weighted to national scale.
The verdicts of the research were notably positive - it seems there is growing consumer thirst for receiving fresh and novel experiences from engagement with advertising, particularly amongst the technically savvy youth. The brands that came out on top offered a blend of relevance, dynamic content and a clear call-to-action. Notably Lynx and Morrison’s stimulated the most positive responses – Morrison’s offers such as ’Free Tetley Tea Bags 40 Pack when you scan here’ were seemingly irresistible, and Lynx’s ‘Keep up with the chaos’ video content allured the attention of the youth (although only 6% wanted to share their interest on Facebook!)
NFC provides a gateway for delivering more information about brands; however the OOH study suggests that consumers expect a ‘value exchange’ in return for interacting with advertising – the most popular incentives being money or entertainment. Advertisers need to be careful not to deliver a disappointing experience. If brands strike it right by engaging on a deeper level they will benefit from positive word of mouth generation on and offline, and essentially gain greater standing in the market.
I expect the outdoor NFC advertising space to spiral quickly in the next few years - it certainly seems a hot topic in the industry. Key to its success will be the progression in smartphone manufacturers launching NFC supported models, combined with extending NFC-enabled posters to national scale, across a multiplicity of sites and formats. Already new territories are being explored, such as the recently launched ‘Amplify’ by Eye, whose NFC-enabled digital screens cover Gatwick Airport, offering a spot-on high-dwell time environment for the technology to live. And even more importantly, the launch of the iconic iPhone 5, fully equipped with NFC capability, will certainly by a fundamental catalyst for widespread adoption.
Squared has officially finished and although this brought (many) tears to my eyes at our graduation last week, I have started this week with a bright and positive perspective. Yes, Squared was one of the best experiences I have had in my life to date, but it has not left me with the same feeling that these tend to do; I have taken far more away than good memories and some nice photos.
I thought I would take this opportunity to share with you the tangible work that Squared has produced - our State of the Industry Report. Some of you lovely Maxus people gave us a helping hand with this, which was invaluable in helping all 83 of us collaborate on the finished product. For those of you that are not aware of what this task was, Squared have published a report on the current state of the industry, based around 6 questions that we all worked with our agencies to answer. The idea is that every year the Squared programme will publish a similar report, looking forward to the next 12 months and what the industry predicts will happen. As this is the first ever Squared, we are delighted to announce the first ever Squared State of the Industry Report!
The link to the website that hosts the PDF is: http://thesquaredreport2012.wordpress.com/
and to the video version: http://www.youtube.com/watch?v=l6o_l-vM8Ug&feature=youtube_gdata_player
I hope that this makes for an interesting read, as we certainly found it compelling to create. If you have any feedback or questions, then please feel free to come and talk to me or comment!