You can only stare at an ad for so long, no matter how tedious the bus ride. But what if that ad was the gateway to webpages, demonstrations, offers, games, competitions and additional media?
APN Outdoor and TapIt Near Field Communications (NFC) company, has created that gateway and is making it available in Aus from April 8. Commuters can interact with a range of content behind transit ads by either either tapping an NFC coded point or scanning a QR code using an Android or Apple smartphone.
Each APN Outdoor Transit Technology campaign will give advertisers useful fortnightly analysis on location, frequency, device interaction and time-of-day usage. A recent trial campaign with a technology company that ran across 150 APN Outdoor buses with 2,000 NFC (TapIt)/QR Code points on seat-back decals and 800 standard interior advertising panels featuring Call to Action messaging delivered some rather pleasing results for clients. Eg: 5,500 interactions over 4 weeks – 5x more than the average Outdoor* TapIt campaign, and 31% more interactions via a NFC phone than the overall TapIt Outdoor campaign average.
Andrew Hines, chief operating officer, APN Outdoor commented, “APN Outdoor has long been the leader in transit advertising and with the launch of our new technology offering we will further dominate the sector. In fact, with 77 per cent of bus commuters owning smartphones1 and the average bus trip taking 37 minutes2, the opportunity to connect with a varied audience for a sustained period of time makes Transit Technology broader than anything else currently in the Outdoor market.
“We already have a number of Australia’s best known advertisers eager to partner with us in phase one of our launch, and yet the best is still to come. Phase two of Transit Technology will see us provide advertisers and commuters with a range of different engagement opportunities in the form of news, sports, weather and entertainment updates, consumer messaging, music downloads, sports tipping comps and discount offers. We look forward to launching phase two into the market later this year.”
