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EnQii announces mobile retail media services

NEW YORK — EnQii announced a partnership with Ping Mobile, a full-service mobile agency, and LocaModa, a mobile social platform provider. By joining forces with the two companies, EnQii is optimizing the “new media triad” of digital signage, mobile devices and the Web while becoming part of the fastest-growing network of connected places.

EnQii N.A. president Stuart Armstrong says that the new media triad represents a digital on-ramp for consumers to opt-in to branded communities, and is a powerful new way for media owners, brands and locations to engage shoppers and measure these interactions.

“When people go into retail locations, bars, restaurants, and other social places, there’s an opportunity for them to intersect and create a dialogue with the in-store network,” Armstrong said. “That becomes the conduit for a larger, more viral dialogue between targeted audiences and brands.”

As an example, if a consumer is in a music store scoping out a new artist, a digital signage display could invite him to control a virtual jukebox using his cell phone, not unlike the way a mouse is used with a computer or a remote control is used with television. Because his interactions are displayed publicly, the media experience is instantly shared with others in the venue, and can also be reflected on the store’s Web site, becoming a compelling source of streaming social recommendations.

Ping Mobile’s technology meanwhile enables users to opt-in to receive specific kinds of information and related promotional offers. For example, a diabetic might subscribe to a special diabetes-related newsletter and also receive relevant coupons.