EYE Mall Media [1], New York, has partnered with Zappit [2] to power its next generation Amplify mobile platform.
[3]EYE launched Amplify last year as one of the largest mobile-enabled out-of-home networks in the country, allowing consumers to engage with their mobile devices at over 3,100 backlit and digital advertising locations in over 250 premium shopping malls around the country.
Version 2, which is powered by Zappit, adds a robust metrics and reporting capability and web interface to enable real-time monitoring of consumer engagement.
The Amplify v2 platform uses Near Field Communication, Quick Response Codes and Short Message Service to enable consumers to engage with the kiosk based on their phone’s capability to either tap, scan, text or connect to further engage with an advertisement. This is in addition to Mobile Proximity Marketing network powered by Mobiquity.
“We made a conscious decision to incorporate multiple technologies to make Eye’s Amplify mobile platform work with all phones,” says Joe Carbone, business development manager at Eye, who is heading up mobile solutions. “Too many mobile executions are only focused on QR and now NFC, which consequently leaves out almost 50% of the market that do not use smartphones.”
The Amplify engagement label that houses the NFC chip, QR code and SMS short code has also been completely redesigned to enhance the engagement by consumers. The message ‘Connect With Ad’ and the use of red were added to draw more attention to the Amplify label.
“Because over 90% of the local community goes to their mall, the challenge is to connect with those consumers on-the-go, and messaging needs to be simple and eye catching, enabling brands to deliver a richer and more engaging experience.” says Jeff Gunderman, general manager, EYE Mall Media. “Our digital and backlit advertising solutions are optimized to catch the shoppers attention and the addition of the Amplify mobile solution allows brands to deliver consumer engagement in the form of video with sight, sound and motion, coupons, offers, a mobile web experience and more. Additionally, we can deliver a rich set of metrics to the advertiser about that consumer engagement.”
Mark Fraser, Zappit CEO, says, “We’ve been developing a cloud-based management platform for outdoor media owners since 2010. Zappit and EYE share a common vision that the right mobile solution works with all phones, has robust analytics and reporting, and above all provides consumers with a valuable and engaging mobile experience.”