Telegraph claims 'global first' with near field technology ad delivery
In what it claims to be a ‘global first’, Australia’s Daily Telegraph has launched a campaign using near field communications technology to bring its offering to consumers as they are travelling on buses.
A 'global first'
Over the next eight weeks, advertisements placed on the rear of seats in more than 80 Western Sydney buses will contain a microchip that, when tapped with a near field comms enabled device will deliver ‘tailored content’ from thetelegraph.com.au to the consumer's mobile or tablet.
"There is no more exciting region in Australia than Western Sydney and no place that we at the Telegraph care about more passionately,” said Daily Telegraph editor Paul Whittaker.
“This new technology is a perfect example of our commitment to bring news, sport, information and entertainment direct into our readers' lives, where they want it and when they want it.
“We're also very proud to be a commuter paper that helps hundreds of thousands of hard-working Sydneysiders start their day.
“Now we are even more a part of that journey and through our tireless campaigning for more transport and better infrastructure we hope to be a part of many more."
Mnet, UM and Tapit collaborated on the tech.
"This campaign successfully reaches the core audience of The Daily Telegraph while simultaneously inviting new consumers to experience the benefits of a digital subscription, cutting through the usual advertising avenues,” said UM's CEO Mat Baxter.
“We're delighted to be working with News Corp Australia and Tapit to bring it to life."
Andrew Davis, COO and co-founder of Tapit said: "Our NFC technology provides a robust avenue for brands to connect with consumers in a highly innovative, mobile way. We're pleased to be running this world-first campaign with UM, Mnet and News Corp Australia."