Out-of-home advertising giant Clear Channel’s Connect interactive advertising platform is now available in 29 US and Canadian markets. Bluetooth beacons may also be added to the service “when client demand and consumer benefit arise”, the company says.
The service provides a way for brands to add NFC, QR code and SMS-based mobile interactivity to their ads and is due to be deployed in 23 countries around the world. In the UK, Connect has already been used in more than 100 campaigns by more than 60 different advertisers including McDonalds, Google, Aussie Bum, Levi’s and Paramount.
The North American launch means that Connect tags will now be added to digital and static panels on a wide range of pedestrian-level outdoor sites that get heavy traffic, including street furniture and bus shelters, as well as in airports and other shopping locations across the 29 markets.
NFC marketing specialist Blue Bite has been selected to provide Clear Channel with back-end technology, operations and sales support for the North American rollout.
“Blue Bite will facilitate the consumer experience by delivering appropriate mobile content to each smartphone user who engages based on their location,” Clear Channel explains.
“They will ensure access to information, coupons and transactional opportunities, or facilitate interaction with social media or games. Campaigns can be customized by city, neighborhood, or even individual site.”
“Our North American rollout of Connect is the largest deployment of integrated mobile and out-of-home technology ever,” says Suzanne Grimes, president of Clear Channel Outdoor in North America. “The intersection of mobile and out-of-home is an enormous opportunity for marketers, and Clear Channel Outdoor is excited to continue to lead the way with Connect.
“Combining the visual impact of out of home with the interactive and data-rich capabilities of mobile will help our clients create more engaging and measurable campaigns to build their brands and achieve their sales goals.”