Large-scale NFC ads trial gets 3,000 people to interact

Ads with Near Field Communication (NFC) interactivity work best when they have a strong call to action and offer dynamic content, according to a large-scale trial in Reading by 13 brands including Magnum and Mercedes.

NFC ads trial: majority of respondents reported a positive experience
NFC ads trial: majority of respondents reported a positive experience

The trial, carried out in the town by Kinetic and JCDecaux in March, found 78% of people who connected to a poster using NFC said they were positive about the experience and cited the ease of use of NFC as the reason for the trial’s success.

When those who interacted with the posters using an NFC-enabled phone were offered video content, 28% of them downloaded the content. When they were offered previously unseen content, 49% of people chose to download it.

The brands involved in the trial included Unilever’s Magnum; Toni&Guy; Vaseline and Lynx; the Universal Pictures films 'Battleship' and 'Immortals'; GSK’s Lucozade Sport; ITV2; H&M; Mercedes; EA Games' 'Mass Effect 3', and Morrisons.

Richard Brooke, communications buying manager at Unilever, said: "As one of the UK's largest advertisers, it's important that we continually explore the emerging digital world to get a glimpse into the future of marketing – and even play our part in shaping it.

"The Reading trial gave us the perfect opportunity to experience this way of opening conversations with our consumers. The four-week trial showed that we can successfully combine the out-of-home channel with mobile technology, to create a rich and deeper engagement with our consumers."

A spokesman for JCDecaux said the trial was the biggest study of its kind. During the four-week trial, 3,000 people interacted with ads from the 13 brands on one of the 306 six-sheet posters on Reading's streets or in the Oracle shopping mall.

This research found that 87% of people with NFC-enabled phones who interacted with the posters said they were likely to repeat the experience. When questioned, 80% of non-NFC phone owners said they would like to use it in the future.

Although it has garnered lots of attention, NFC is still a relatively new technology and is only installed in a limited number of handsets, including the Samsung Galaxy Nexus and the Nokia 700.

David McEvoy, marketing director of JCDecaux, said: "With Smartphone penetration set to increase and the rise in NFC-enabled phones, there is a great opportunity for outdoor advertising to provide consumers with engaging and interactive campaigns on the move."

The research was made up of four parts: real-time data capture of the number of interactions; interviews with a small panel of super-users of smartphones; weekly quantitative research, and a quantitative estimate of smartphone penetration.

Nick Mawditt, global director of marketing and insight for Kinetic, said: "The experience of interactivity elicits overwhelming positivity around the brand, able to drive both the conversion and the retention of customers.

"This trial has resulted in real insight about the types of experience, our preferred technologies and the importance of relevant content which will inform the industry’s future."

Follow Maisie McCabe on Twitter @MaisieMcCabe


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Lost in translation: when brand taglines don't travel

Lost in translation: when brand taglines don't travel

These might be some of the most memorable brand taglines in English but when they cross oceans, they mean something entirely different. We searched the depths of the internet to find the best, or worst.

Share
Traditional TV viewers predicted to drop as mobile fuels rise in online video

Traditional TV viewers predicted to drop as mobile fuels rise in online video

Linear TV viewing figures are set to drop worldwide for the first time next year, with online video consumption set to rise by 23.3 per cent in 2015, according to a report by ZenithOptimedia.

Share
The 7 deadly sins of brand management - and how to avoid them

The 7 deadly sins of brand management - and how to avoid them

Some of the most valuable assets a firm has are the brands it has developed. Brands create identification, differentiation and value for customers and shareholders alike. By influencing customer choice, creating a loyal and passionate following as well as commanding a premium for their products and services, strong brands can be key to great business performance.

Share

Get news by email