PATTISON Onestop Launches New Tech Platform To Deliver OOH Campaigns to Smartphones
Gail Chiasson, North American Editor
PATTISON Onestop, a Toronto-based division of PATTISON Outdoor Advertising, has partnered with zappit, London, UK-based pioneer of mobile engagement technology, for the rollout of a new mobile-enabled advertising service called Engage.
PATTISON Onestop’s new proximity and mobile advertising platform will connect NFC, QR codes and SMS text interactivity with both its digital and static advertising displays. Marketers will be able to directly engage with consumers using their smartphones.
Using the power of its Out-of-Home media products, Onestop’s Engage will create an ecosystem that will bring rich, interactive experiences for instant brand engagement with consumers. With Engage, marketers will be able to create more relevant and personalized offers, and provide consumers immediate access to a variety of rich-media content such as video and gamification, social content and incentivized opportunities like couponing. Whether it’s a simple text message or the use of QR- or NFC-enabled smartphone, Engage will connect consumers to superb marketing opportunities.
“Engage will provide marketers the ability to adopt a more targeted and personalized approach to advertising,” says Cam Milne, vice-president and general manager, PATTISON Onestop. “We are incredibly proud to bring this innovative product to market, and we feel confident that it will create new opportunities for our many marketing partners across our network of digital products. Engage is an incredibly intuitive platform and a competitive edge for marketers to enhance consumer engagement that will allow end-users to immediately connect with campaigns with their smartphones. Further, it’s a platform capable of supporting high volumes of NFC, QR and SMS campaigns.”
Engage will also deliver real-time web-based data and reporting to marketers to help them monitor and evaluate the performance of their campaigns. It will allow marketers to virtually ‘reach through’ the digital display and engage with the consumer. As an add-on to any information or advertising campaign, Engage allows simple snap, touch or text interaction on a smartphone.
Engage is available on Digital Mall units, Static Posters and Video Wall Matrix units within Toronto’s PATH – a 30-km walkway consisting of shops, services and entertainment. Engage will deploy on Onestop’s Digital Mall Network at 22 locations on 169 screens, and create a network capable of reaching over 3.7 million people weekly. Plans for future expansion are under consideration.
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