Reading is the full first interactive poster test site

An interactive poster in Reading.

Outdoor media analysts Kinetic and outdoor advertising specialists JCDecaux are testing the British public’s reaction to interactive posters for the first time. They are using two-dimensional bar codes, which respond with rapid data. Members of the public are able to download exclusive content and vouchers from the posters using Near Field Communications (NFC) technology. The initiative works by swiping a smartphone to download content from the 13 major advertisers taking part in the scheme. The project is dubbed ‘Test the Near Future’ and is taking place in Reading’s six sheet poster sites. 

All of the area’s bus shelters and the Oracle Shopping Mall are also included, making 325 'touchpoints' in total. The brands involved include: Morrison’s, H&M, Universal DVD, Universal Special Projects, Mercedes, ITV2, Lucozade Sport, EA Games and Unilever’s Lynx, Toni & Guy, Magnum and Vaseline. Content will vary over the four-week period of the trial. Director of Insight and Marketing at Kinetic, Nick Mawditt, said: “NFC is widely regarded as a technology that could transform the way consumers use their mobile phones to interact with their environment.” 


Vicky McNaught-Davis

Kinetic

JCDecaux