NFC-enabled smartphones have changed the way people interact with their world, and brand owners can take advantage of the technology in most people’s pockets to interact with consumers in a whole new way. Now with the tap of a phone, an NFC-enabled poster, magazine advertisement, or even a three-dimensional object such as a statue becomes an interactive experience. This bridge between the physical and online worlds expands the amount of information an advertiser can provide to the consumer while receiving valuable feedback not previously available.
- Provides a bridge between physical and online worlds
- Enables rich, “sticky,” user experience
- Allows real time content updates based on time, events, locations, the individual, etc., means precision marketing
- Enables behavioral change
- Supports instant calls to action (e.g., music downloads)
- Gives feedback to advertisers, such as demographics and behavioral patterns
- Consumers can give direct feedback to brand-owners
- Lets advertisers optimize their campaigns based on analytics
- Is more environmentally friendly
NFC Features Benefiting Application
- UID may be mirrored into the NDEF message
- Write or read/write memory access may be password restricted
- Optional limit of unsuccessful authentication attempts
- Counter/counter mirror offers an offline means of tracking the number of taps
- Low cost and easy to implement, so large scale campaigns are possible
- Updateable without reprinting the media
How it Works
An NFC tag embedded in a poster, billboard, magazine page advertisements, or even a three-dimensional object contains an NDEF (NFC Data Exchange Format) message. When consumers tap their NFC-enabled smartphones against the media or object, this NDEF message transfers to their device. The content of the message then determines the user action.
Bridging the Physical and Online Worlds
If a poster tag message contains a URL, for example, a consumer instantly has access to far more data about an advertised product than would be possible on the physical media alone. This additional data could just be informative. But often, supplying more information also increases upselling opportunities. For example, in a grocery store, an NFC-enabled advertisement might bring up a recipe on the consumer’s smartphone. That recipe’s list of ingredients might prompt additional unplanned purchases. Advertisers can also provide targeted content based on geographical location, such as coupons or special deals. And unlike the poster or magazine advertisement, the experience becomes bidirectional as advertisers also receive feedback to gauge campaign efficacy or consumer trends. This feedback might be analytics captured as the user browses through the online website, or direct input such as a survey response.
Other uses for smart media include using the tag message to provide a limited amount location-specific data, such as a timetable at a bus stop, a short description of a museum artifact (alleviating the need for audio sets, or directions to the nearest retailer that carries the product displayed on the advertisement.
Research indicates that 87% of smartphone users perform a mobile search after seeing an advertisement. By directing consumers directly to the appropriate website, NFC technology puts the advertiser one step closer to the consumer and one step closer to increased sales.
NXP’s NTAG Product—The Perfect Fit for Consumer Interactive Advertising
NXP’s NTAG technology offers the ultimate in convenience for connecting all types of consumer devices, while enabling rapid and easy communications.