NFC will change the way we think of offline advertising

Posted by on Feb 20, 2013 in Omnichannel
Omnichannel is coming, NFC tagSaturday in London I walked past a bus stop and saw the NFC tap symbol. As you can see, its integrated into the framing of the bus stop. There was also a QR scanning function. I used my Samsung Galaxy phone and by doing nothing other than unlocking it, I tapped. I heard the fun sound that my phone makes when awakened by an NFC tap and my browser was launched automatically and loaded this page (http://ccnfc.com/holding). As you can see from the text, NFC is still early stage, but Clear Channel has decidedly made the investment to incorporate NFC in their outdoor advertising. Apparently this is going to be in 10,000 ad panels in the UK by Clear Channel: http://www.nfcworld.com/2013/02/13/322309/clear-channel-brings-nfc-to-10000-ad-panels-across-the-uk/.
What makes this interesting is that by using your phone and hooking up your CloudTags Preference Profile, brands can advertise directly and creatively to you. What this means is that instead of getting a random coupon, brands I give permission to use my preference profile, can create interactions and offers specific to me. When I tap the NFC symbol, using tactics similar to dynamic ads in display, brands know that I am actively receiving information and they know my location. In my case, off of Old Street. My tap was done at 2:30pm on a Saturday. By accessing my preference profile, they know that I’m into small boutique clothes shops. I could get a 10% off coupon to START which is a short walk away if I go today.
This is today. Now we just need the creative mix of content and interactions to get people tapping.