Nokia, Posterscope & JCDecaux release interactive poster results
Nokia, out-of-home communications agency, Posterscope, and OOH media owner, JC Decaux, recently ran a
collaborative project to trial Nokia‟s Point & Find technology.
During the trial, viewing any of the poster sites in Colchester, South East England through the camera of a compatible
Nokia phone automatically offered the user on-screen hyperlinks to content specifically related to the poster in question,
ranging from video clips to competitions. To take advantage of this users installed the Point & Find app which uses a
combination of image-recognition and GPS technology.
The purpose was to test just how interested ordinary citizens might be in using their smart-phone cameras to interact with
poster sites and to gain insights regarding content types, user profile and usage patterns.
To some extent QR codes do have similar functionality however the main reason that they have not become mainstream
outside of Japan is that there has been insufficient media activity that explains the proposition and encourages consumers
to download the software. The Point & Find app does include other features not mentioned here including a barcode
scanner. More details are available at http://pointandfind.nokia.com/
Advertiser product categories with Point & Find enabled posters comprised:
Leisure discounts website (with localized offers)
The trial produced a huge amount of data with some of the outcomes being:
Of all the people in the test city with a compatible handset, 3% downloaded the app which if extrapolated nationally would
be one of the most popular apps in the Ovi store.
The average number of app users interacting with any given ad campaign was 23%. (5 different campaigns ran during
During the 4 week test those with the app installed used it over 5 times on average
43% of poster viewings through the app resulted in a click through one of the links offered on-screen
Video clips were consistently popular regardless of advertiser product category.
Facebook links were the second most popular, closely followed by competitions
The confectionary/candy ads generated the greatest number of clicks. This is not necessarily surprising as Posterscope‟s
separate study, OCS*, which analyses mindsets, thoughts, attitudes and activities against an almost infinite number of
audience segments, reveals that 16-18 year olds are 270% more likely to want to receive content to their phones than the
Featuring a „call to action‟ on the poster increased interaction levels
Entertainment category interactions peaked on a Saturday with others peaking on the day that new ads were posted on
App usage peaked at lunchtimes.
James Davies, Chief Strategy Officer, Posterscope USA / Hyperspace Director, Posterscope UK said, This trial clearly
demonstrates that there is significant demand for mobile content whilst people are out and about and they are more than
happy with the principle of advertising posters to be the trigger for delivering such content. The desire for video content
and digital social networking when out-of-home demonstrates how the boundaries between TV, online video, digital social
networking and out-of-home media are increasingly blurred. In fact consumers are more interested in getting content
when & where they want it and triggering this desire is increasingly important.
Duncan Beard, Sales and Business Development Manager, EMEA, Nokia UK added, “The Colchester trial pushed the
boundaries of how consumers experience, and interact, with the world around them using their mobile phone.
We demonstrated consumer interest in engaging with innovative technologies such as visual search and mobile
discovery. The easy accessibility to new applications, and amazing capabilities of mobile devices, make them ideal
platforms to connect with consumers. As one of these innovative technologies, Nokia Point & Find enables publishers
and brands to make mobile devices a viable delivery channel for out-of-home advertising, through image recognition,
location-aware and location-relevant content.”
David McEvoy, Marketing Director of JCDecaux said, “This trial demonstrated the public‟s appetite for content that is
relevant to them – whether that might be booking a restaurant, downloading vouchers for the supermarket or checking
the local cinema listings. We know that people are spending 53% more time out of home than ten years ago and that 1 in
8 connections to the internet are now via mobile phones, making outdoor‟s role increasingly important for brands
interacting with audiences on the move.”
It is anticipated that more testing will take place before any decisions are made regarding future availability to advertisers.
* Launched in 2006 OCS is the world‟s most in-depth study into out-of-home consumer behaviour in relation to advertising
consumption. Mindsets, thoughts, attitudes and activities can be cross tabbed with an almost infinite number of audience