THIRD ANNUAL SCREENS ISSUE - MediaPost

Meanwhile, major advertisers
are also expressing interest
in NFC in a variety of media:
Most recently, Lexus inserted
NFC chips into copies of
the April edition of Wired
magazine to promote its 2013
Lexus GS sport sedan.
Some of the most compelling
applications for NFC are
in DOOH advertising, where
NFC chips can enable ecommerce
transactions as well
as identify the user. In April
2011, Reach Media Group
and Blue Bite partnered to
introduce NFC interactivity
to RMG’s entire network
of 75,000 DOOH displays,
enabling easier downloads
of mobile apps, coupons and
offers, in addition to facilitat-
ing purchases and participation
in rewards and loyalty
programs. In January, NBC
announced a partnership with
VeriFone to enable mobile
purchases in taxicabs and at
gas stations using NFC technology;
passengers who want
to buy a product advertised
on a video screen in a cab or
gas pump can do so with an
LEGO and Intel’s
screens allow
shoppers to star in
their own games
NFC-enabled mobile device.
Gerba points to other
technologies, which allow
users to voluntarily identify
themselves, their interests
and their locations to
advertisers — for example,
location-based networks like
Foursquare and Gowalla.
While these networks don’t
necessarily give precise spa-
Spring 2012 MEDIA MAGAZINE 35