Clear Channel Outdoor (CCO), NYC, has begun launching “Connect,” which it calls the first global, mobile, interactive-ad platform that will transform outdoor-advertising platforms — like billboards and bus shelters — into launch pads, which will enable consumers to access interactive content from advertisers via their smartphones. By June, CCO will fit 75,000 outdoor sites worldwide, with Connect tags enabled for Near Field Communication (NFC), QR code and, in Latin America, SMS capabilities, the company states. The platform will initially reach 175 million consumers monthly across 23 countries on five continents. It has already launched in six countries. San Francisco and Washington, DC will be the first U.S markets reached.
CCO states the advertiser would no longer need to create NFC tags or QR codes. CCO will preinstall them and manage the consumer redirect to the advertisers’ mobile optimized content. Connect will capture the rich data and metrics, including date, time, location, conversion of click-thru’s, and which kinds of devices were used, to allow for campaign optimization, performance review and delivery of ROI.
The Connect tags are permanently attached to digital or static panels on pedestrian-accessible sites
with heavy footfall and long dwell-time, such as street furniture – including bus shelters and similar
street-level advertising structures – shopping malls, airports and other points-of-sale.
Consumers simply tap or scan their smartphone over Connect’s NFC tag or QR code for access.