During today’s keynote at Customer Engagement Technology World (CETW), RMG Networks and Blue Bite announced the deployment of NFC (Near-Field-Communication) technology across RMG’s San Francisco network locations. The move is the first part of a long-term strategy to bring this interactive mobile medium to RMG’s entire network footprint of 75,000 digital-out-of-home (DOOH) screens over the next 6 months. The platform, branded mTAG™, will facilitate a variety of interactions between brands and consumers by leveraging DOOH screens in venues to drive user action on their mobile devices. Powered by NFC and QR Codes, mTAG™ will enable the delivery of rich content, drive mobile application downloads, transmit coupons and offers, facilitate purchases and participation in rewards/loyalty programs.
As part of the initial rollout, Hotels.com and The New York Times have signed on as inaugural sponsors and are launching campaigns that deliver exclusive mobile content and drive downloads of their smartphone applications. Users will see branded content for Hotels.com and The New York Times on the RMG Displays with a call-to-action instructing them to “Tap or Scan” the nearby mTAG™ placard installed at or near the point of sale. Once the users touch their phone to the NFC enabled mTAG™, location-specific content will automatically be displayed on their mobile device via Blue Bite’s proprietary content delivery and management system. Users will also have the ability to bookmark specific mTAGs™ to view content and offers at their favorite locations in the future. For those not yet familiar with NFC technology, the same content will be available via a QR Code.
“Mobile devices have become an ever-present component of our daily lives, and marketers around the world have been searching for innovative ways to use these devices to engage consumers in contextually relevant environments. The integration of RMG’s digital media network with the mTAG™ platform provides infinite possibilities for brands to easily engage and then activate their target audience with relevant content and compelling offers at moments of maximum influence” said Garry McGuire, CEO of Reach Media Group.
RMG Networks and Blue Bite have been successfully integrating DOOH and mobile for over 2 years, launching campaigns with Bluetooth, WiFi, mobile web, QR Codes and SMS elements. The two companies believe that NFC represents a new era in mobile interactivity, which will both increase the effectiveness and accountability of mobile campaigns for marketers, and simultaneously provide an improved experience for consumers.
“We are enthusiastic about the launch of mTAG™ and our NFC capability with our partner RMG Networks, staying true to our core belief in the innovative use of leading-edge technologies to increase value for consumers, our advertising clients and our partners” said Mikhail Damiani, CEO of Blue Bite.
Google has already released an NFC enabled handset, the Nexus S, with more models to follow soon. Other major players in the mobile space including Blackberry, HTC and Nokia have announced plans for integrating the NFC capability into their future handsets with unconfirmed reports of Apple following suit. Juniper Research estimates that 300 million mobile phones will be NFC-enabled by 2014, the majority of which will be in the U.S. market. This represents a significant addressable market for brands looking to target consumers outside of their homes, and a unique opportunity for RMG and Blue Bite to provide the platform for such interactions.
About Reach Media Group
Named the #1 OOH TV Company of the Year and included on Ad Week Media’s 2010 OOH Hot List, RMG is one of the leading and fastest growing digital media companies in the US. Headquartered in San Francisco with offices in New York, Los Angeles, Detroit, Chicago, Princeton and Beijing, RMG owns, operates and powers Out-Of-Home TV & Video networks. As a result of its rapid expansion RMG now controls 200,000 + screens, delivering 70 + million highly desirable and elusive monthly viewers across 8 OOH TV & Video networks; In-Flight Entertainment, Fitness Entertainment, Point-of-Care, NYTimes.com Today, Taxi Magic, Caesars Entertainment and Executive Media Networks. RMG partners with top US Advertisers in key industries such as consumer goods, auto, finance and software to deliver their target audiences out-of-home. RMG is backed by National CineMedia, LLC (NCM), Kleiner Perkins Caufield & Byers (KPCB), and Tennenbaum Capital Partners. For more information, please visit www.RMGnetworks.com.
About Blue Bite
Blue Bite is a leading mobile-marketing solutions provider utilizing a targeted, location-based approach to reach captive audiences on their personal mobile devices. The Company employs a combination of leading-edge mobile technologies to deliver virtually any digital media content to mobile phones within targeted geographic locations. Blue Bite's offering and technology provide clients with detailed statistics and an unparalleled opportunity for advertisers to evaluate the true effectiveness of every ad campaign in real-time. Blue Bite currently has the largest proximity marketing network in the U.S. with over 1,000 locations in the top DMAs, capable of delivering over 30 million on-screen impressions and 300,000 unique mobile downloads per month. Blue Bite has partnered with many of the leading Digital Out-of-Home Networks in the U.S. and prides itself on creating an interactive two-way medium by enabling consumers to connect with digital and traditional media via the mobile phone. The Blue Bite platform delivers content in the right context to all major handsets on all wireless carriers. For more information, please visit www.BlueBite.com andwww.theMTAG.com and follow the latest updates and developments on Facebook and Twitter.