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Canadian out-of-home firm integrating NFC for mobile interaction

Canadian indoor advertising firm Newad has announced that it will begin integrating NFC (near field communication) technology into its digital out-of-home and out-of-home networks starting early next year.

As of January 2012, NFC chips embedded into Newad’s advertising displays will allow smartphone owners to tap their phone to the ad and instantly connect to a wealth of information, discount coupons and even the ability to purchase the products being advertised. The technology will first be integrated into 200 of Newad’s Big Backlit boards, located within the top college and university campuses across the country, where there is an important — and growing — proportion of Canadian smartphone owners, the company said.

The integration of NFC technology into an advertising environment is a first for Canada, according to Newad. NFC is being viewed as the potential future worldwide standard for consumers who wish to carry out transactions and purchases without a wallet. So Newad will be offering 200 advertising windows where both interaction and payment are possible, the company said. The purchase of concert and film tickets is among the many tangible examples of how one can make use of NFC technology. The technology also allows customers to receive relevant information including photos, videos and store finders related to the advertised item.

“This announcement is a testament to the constant evolution of advertising models, and to Newad’s ability to offer advertisers a range of cutting-edge products. Not only is this good news for Newad and its advertisers, but for Canada’s entire advertising, marketing and mobility industry,” Newad President and CEO Michael Reha said in the announcement. “The integration of NFC technology to our offer will now allow advertisers to establish a more direct relationship with consumers, to trigger more immediate and measurable purchasing decisions.”

For more about digital signage and smartphone interactivity, visit our Mobile Interactivity research center.