Acronyms abound as Eye adds QRC, NFC, SMS and AR capabilities to DOOH network

The UK will be part of Eye's latest mobile based digital out-of-home platform deployment that will see users interacting with content via QR codes, NFC, SMS and AR.

The media supplier launched the platform Amplify amid claims it was the world’s largest mobile enabled digital out-of-home network.

It is a technology-agnostic platform that enables advertisers to extend traditional out-of-home campaigns onto mobile phones.

Gerry Thorley, CEO of Eye, said, "The conventional approach the industry often takes is to push whatever the latest technology happens to be which quickly becomes outmoded and doesn’t start from a client’s perspective. The Amplify proposition means that we can always start with the client challenge and recommend an appropriate solution using whichever technology platform is most appropriate rather than pushing the latest widget".

Eye has developed a single Amplify platform which incorporates an NFC chip, QR code display and SMS response mechanic. The installation of the devices is beginning to be rolled out across 8,300 of their existing out-of-home sites across Australia, New Zealand, the US and UK.

Jeremy Corfield, global director of Commercial at Eye, added: "With the exponential growth in smartphone penetration, advertisers recognise the power of mobile but the technology itself can often be the barrier to trial. With Amplify, we have removed that perceived complexity. Whether it’s mobile coupons to drive product trial, movie trailers to encourage viewing, loyalty programs for ongoing connections, augmented reality for creative amplification or simply a call to action to drive web traffic, our Amplify solution delivers all in one. The scale of our investment opens up the opportunity for major advertises to create meaningful campaigns."

The Amplify network operates across airports, shopping centres and universities enabling advertisers to create mobile enabled conversations in environments with heightened dwell time. The network will be progressively activated from June 1 with launch clients currently being confirmed in each market.