This document discusses various mobile call-to-action technologies that can be used within out-of-home (OOH) advertising executions, including NFC, QR codes, Bluetooth, SMS, and augmented reality. Each technology is described and compared in terms of pros, cons, capabilities, and example case studies. The document provides information on how these mobile technologies can enhance consumer engagement and interactivity with OOH advertising formats.

1. 16/09/2013
Call ToAction
In OOH
Mobile

2. Contents
Introduction
Mobile Call To Action in OOH
I. NFC
II. QR Codes
III. Bluetooth
IV. SMS
V. Augmented Reality
Capabilities Comparison
Using RFID Within OOH Executions
Case Studies

3. CONNECTED DEVICES
=
CONNECTED CONSUMER

4. Evolution of OOH Advertising
Poster
Video
Audio
Online
Game Console
Storefront
Social
Commentary
Search
Play
Buy
Redeem
Share
Contribute
Participate
Champion
Connecting people through their daily journeys
AWARE CONSIDER ACTIVE PROACTIVE

5. Mobile Call ToAction in
OOH

6. NFC
Near Field Communication (NFC) is a Radio-frequency
Identification (RFID) technology that evokes interaction between
a mobile device and a smart tag with one simple touch. The
hyper-local NFC interaction allows consumers to download
content and mobile apps, receive offers and launch a website.
The technology is best known for its ability to send contactless
transactions, allowing users to purchase an item through a linked
bank account or other payment system such as PayPal.
Pros
• Opt in is simple – just one
touch
• Full tracking and
accountability by location
• Versatile- ideally suited to
the broadest range of
industries, environments,
and uses
• Always on – no external
app needed
Cons
• Currently has low
penetration and awareness
• Short range – only works
within 1-3 inches – has to
be on proximity media
rather than billboard
• Outside materials (metals,
carbon, etc.) can interfere
with the performance of
NFC tags
Source: Frost and Sullivan, Berg Insight
53% of new
handsets will be
NFC compatible by
2015
Shipments will grow
from 40m in 2011 to
700m in 2016

7. QR
Quick Response (QR) codes bridge offline with online through
use of a mobile reader app that scans a 2D barcode and
redirects a user to a URL for content download, utility or
purchase. Smartphone owners can scan a QR code on an
advertisement activating a link that automatically redirects to a
web location. Trackable links can be encoded in the QR
allowing the brand to know how many people interacted with the
advertisement and the potential reach.
Pros
• QR generators are free-
ware
• Inexpensive to create
• Activity and use is
trackable
• Wide penetration (75% of
phones are compatible)
Cons
• Works on dwell time media
only
• Requires a QR reader app
• Challenge to stand alone
with out incentives
• Often misused within
adverts for poor consumer
experiences
By 2014 70% of US
phones will ship
with a QR code
reader as a pre-
installed app
Source: Mercator Advisory Group

8. Bluetooth
Bluetooth is a form of wireless technology built into a mobile
device that uses radio. waves to send and receive information
from other similarly enabled devices. People with Bluetooth are
prompted by advertisements through an opt in message such
as, “Would you like to receive information from this site?” If
“YES” is selected content is then delivered directly into the palm
of their hand.
Pros
• Wide transmitting range
(up to 200 ft) beyond the
physical trigger point
• 100% opt in engagement
• Even the most basic
phones are Bluetooth
enabled
• No need for mobile signal
or Wi-Fi connection
Cons
• Intrusive
• Limited scalability as every
unit has to have a Bluetooth
transmitter attached to the
poster
• Requires consumers to
have Bluetooth function
switched on to receive
content
• Drains device battery
By end of 2013 97%
of US mobiles will
be Bluetooth
enabled
Source: Gartner

9. SMS
Cons
• Content needs to be
simple for multi device
compatibility
• There is a cost to
consumer (text message
cost and data charges for
download)
• Limited engagement
Of 4BN mobile phones, 86%
of users said they
receive/send at least 1 text
message per week
95% of all mobile users
have been connected to
brands that are using SMS
marketing to reach their
customers.
Text messaging is synonymous with mobile today as 80% of US
mobile phoneusers claim to regularly receive/send text messages,
making it the highest adoption rate of any call to action technology
(Source: Pew Internet). In the context of OOH a person can text a
short code number to interact with a message or receive content
from an OOH format. The content sent through SMS could then be
stored and viewed post experience, traveling with the user, and
creating longevity for a medium traditionally associated with pass-
by impressions. This opt-in function allows advertisers to retarget
users that decide to receive content, helping them identify an
interested audience.
Pros
• Widespread awareness
• No need for external app
download
• Content can be reviewed
post experience and
travels with the consumer
• Low educational curve
Source: Anchor Mobile

10. Augmented Reality
Cons
• Requires App download
• Works with static media
only
• File sizes can be large and
slow down the viewing
experience
• Depending on execution
can be expensive
In the next 3-5
years global
revenues in AR will
reach $1.5BN by
2015, with 1.4BN
downloads
projected
Pros
• Enhanced consumer
experience and
engagement through
entertainment or utility
• Ability to execute
innovative ideas
• Content can be taken
away from the physical site
• Scalable across multi
format in multiple locations
Augmented reality (AR) is a live, direct or indirect view of a
physical environment whose elements are amplified by
computer-generated sensory input such as sound, video,
graphics or GPS data. The consumer launches an AR app and
focuses the device‟s camera on some form of OOH media to
receive digital content on top of the real world through visual
recognition. This technology is mostly used in association with
direct response, PR initiatives, virtual hijacks and digital graffiti,
and can be targeted specifically with customer-brand
interactions that allow brands to turn any piece of physical
advertising into an interactive and engaging experience.
Source: Juniper Research

11. Capabilities
Comparison

12. Proactively push content to phones ✔
Compatible with smartphones ✔ ✔ ✔ ✔ ✔
Compatible with non-smartphones ✔ ✔ ✔
Always free to consumers ✔ ✔ ✔
No need for external download ✔ ✔ ✔
Always wireless carrier-free
interaction
✔
Ability to micro-target location ✔ ✔ ✔ ✔
Continued mobile interaction outside
of venue/original contact
✔ ✔
Scalability across multi
market/format
✔ ✔ ✔
Current consumer adoption/market
penetration
Capabilities Comparison
NFC QR Bluetooth SMS ARFeature

13. Format Capabilities Comparison
NFC QR Bluetooth SMS AR
Airports ✔ ✔ ✔ ✔ ✔
Bar/ Club ✔ ✔ ✔ ✔ ✔
Billboards (Roadside) ✔
Cinema Lobby ✔ ✔ ✔ ✔ ✔
Digital Billboard (Times Square) ✔ ✔ ✔
Gas Stations ✔ ✔ ✔ ✔
Gym, Health Club ✔ ✔ ✔ ✔ ✔
Shopping Malls ✔ ✔ ✔ ✔ ✔
Subway/Rail
(not including stations that are Wi-Fi enabled)
✔ ✔
Taxi Screen ✔ ✔ ✔ ✔
Transit Shelter ✔ ✔ ✔ ✔ ✔
Feature

14. Case Studies

15. “We Will FindYou”
Kit Kat
Overview:
With the launch of Nestlé‟s „We Will Find You‟ campaign, where £10,000 can be
won with special bars with GPS locators inside the packaging, transit shelters were
placed across the country with QR codes and NFC tags that would send the user to
a site to inform them how many bars were left out there to be found.
NFC
& QR code

16. Sound Showers
Sony
Overview:
Sony Mobile invited the public to listen to a specially-mixed music track with perfect clarity in the
centre of busy shopping malls, and download it directly to a mobile device. Participants could
download the song by swiping a smartphone over the attached NFC/QR code-enabled touch point.
The experience reinforced the association of innovative technology with Sony, and demonstrated
the potential of NFC-enabled smartphones to the public.
NFC
& QR code

17. Beer Coasters
Becks Vier
Overview:
Beck‟s Vier targeted areas that index highly for tech savvy consumers with NFC
enabled drinks coasters. The campaign allowed consumers to interact with a
Becks Vier coaster or washroom panel using NFC, QR codes or a unique search
term in order to be directed to a Becks Vier microsite.
NFC
& QR code

18. Holiday Toys
Kmart/Sears
Overview:
To promote their new “Kmart Fab 15 Toy” and the “Sears Toy Shop” Sears/Kmart created the idea of
“Holireach the busy consumer in an effort to make their holiday shopping easy and convenient. Placements for
the campaign needed to reach consumers throughout the course of their hectic day, offering the consumer a
shopping experience on their own time. Large OOH placements were secured in areas where busy consumers
day Shopping on Your Time.” Virtual shopping destinations were created in key “dwell-zones” to spend time
leading up to the holidays – airports, malls, movies and on the streets.
QR codes were embedded into the artwork creating a “virtual shopping” experience in unexpected places.
Users could interact with creative on the spot to purchase toys and have them shipped to their homes.
QR code

19. CadillacATS vs. The World
Cadillac
Overview:
To demonstrate the new Cadillac ATS‟ most compelling features, Posterscope
replicated the test drive experience for the ATS‟ public launch. In order to truly
translate the experience, Posterscope came up with the concept to do a highly
creative, photorealistic, interactive 3D Chalk art murals, enhanced by an
Augmented Reality experience.
Augmented
Reality

20. BelieveAugmented Reality
Justin Bieber
Overview:
Media rich Augmented Reality experiencewhere consumers could use the
Bieber album cover to trigger an exclusive video from artist with opportunity to
take virtual photos with Justin, win concert tickets, and click-through to
download album.
Augmented
Reality

21. Interactive Tablet Launch
HTC
Overview:
HTC launched their new tablet with a „trial by OOH‟ through fully interactive OOH executions on
street furniture units and interactive units in select cinema lobbies throughout the country
The interactive screens replicated the tablet experiences for users and help them to
understand the tablet interface. Users could take a picture of themselves and use the touch
screen to enhance and draw on their pictures where the end result could be saved and emailed
for sharing via social media
Augmented
Reality

22. The Great Debate
VH1
Overview:
VH1 launched, built content and drove awareness for a new show called “The
Great Debate” which gave viewers the ability to directly participate in the debates
through real-time text messaging.
SMS Text

23. Everyone Connects
Telecom Malaysia
Overview:
Telecom Malaysia were re-launching and wanted to showcase that streaming
music and video was easy. They used digital OOH to show consumer generated
video and 2 screens were Bluetooth enabled, encouraging consumers to
download a specially created music track that accompanied the entire media
campaign.
Bluetooth