JCDecaux and Tapit create Australian NFC ad network

Out of home network will connect 240 JCDecaux’s posters to Tapit systems.

People walking past an enabled panel will be able to tap their NFC enabled phone on the Tapit symbol to retrieve all types of mobile content.

The idea is that brands and agencies can join physical advertising to digital advertising in a simple way, running campaigns where each panel does different things depending upon its location and time of day.

Jamie Conyngham, CEO of Tapit, said: "This is exciting stuff, because of the JCDecaux/Tapit combination, new types of OOH mobile campaigns are now possible. This is not only about downloading content from street furniture, we can now drive people from the street furniture into the nearest store to increase sales through incentives."

The name will be familiar to some readers; Conyngham was previously the founder of UK-based games distributor Telcogames.

Tapit has already completed four NFC enabled campaigns with JCDecaux, including one with the TV series the 'The Renovators' that used NFC to deliver a ringtone. It also provides integrated SMS and QR capability in addition to the NFC option.