Auto has always been one of the top industries in terms of
ad spend dollars. Now, automakers are taking digital marketing to the next
level with the advent of near-field communication technology. With this
technology, as consumers see static ads on a billboard or screen, they will
then be fed dynamic ads for the same product on their smartphones. This
technology can be seen as the next iteration of QR codes, or encoded images
that make it easy for consumers to learn more about a static ad.
Ford has pioneered this technology with an experiment in New
York taxi cabs, with a partnership with Blue Bite, a mobile marketing company that uses near-field
communication technology on its mTag platform:
“If
a passenger's Android phone had a near-field communication chip, a 15-second
MKZ spot would begin playing on the taxis' rear-seat information screen, said
Trisha Habucke, Ford's digital marketing manager. Those interested in more MKZ
information could either tap their phones beneath the screen or scan a
quick-response code to receive exclusive content on their devices.”
This new technology could represent the next way that consumers will engage with ad content.
Source:
http://adage.com/article/digital/automakers-testing-mobile-tech-tap/295759/
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