News

Nova claims media first with credit card tapping technology

In what the radio network claims to be a media first for Australia, Nova FM has used near-field communication technology in the latest installment of its ‘Live Life Nova’ campaign.

By tapping their mobile phones against a Nova billboard, the technology – which is increasingly being used by credit card firms – will enable people to tune in to the station.

The billboards will be positioned around Sydney and Melbourne by Nova’s media agency, UM, and outdoor firm JC Decaux.

The agency’s national head of digital, Ashley Brown, said of the technology: “It creates a direct connection between their outdoor media and the digital world. Unlike QR codes or Bluetooth, NFC allows for hassle free and instantaneous communication and information transfer between a brand and a consumer.”

He added that while the penetration of NFC may be low, the potential for advertisers was “enormous”.

The NFC-enabled billboards goes live on Wednesday.

The ‘Live Life Nova’ campaign launched at the beginning of the year.

 

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.