SMART ADS: Tap to find the nearest KFC

Work on out-of-home advertising giant Clear Channel's network of 10,000 advertising panels equipped with NFC capabilities is now complete and details of the first advertisers to make use of the platform have been announced.

"From this week, consumers will be able to deepen their engagement with thousands of Clear Channel's sites by tapping or scanning their mobile device on interactive panels on high streets and in town centres right across the UK," the company says.

"At launch, consumers who tap or scan interactive panels next to adverts for upcoming Danny Boyle movie Trance will be able to watch film trailers; Dewynters will offer video clips of the West End musical The Bodyguard; while panels next to KFC posters will provide a proximity search that will let consumers find their nearest restaurant.

"The landmark platform also gives advertisers the opportunity to deepen their interaction with consumers by offering interactive content and social media integration, while consumers will be able to use their smartphones to download vouchers and promotions.

Clear Channel has been working to convert the sites to enabled NFC and QR code-based interactive advertising since December 2012. The platform is supported by a full reporting network to help brands effectively track responses.

"At Clear Channel our goal is to understand what brands need to succeed, and make it easy for them to use these tools brilliantly," says Matthew Dearden, CEO of Clear Channel UK. "Innovative and relevant ways to deepen engagement with difficult-to-reach, affluent consumers are always great news for brands. Combining the outstanding audience and reach that out-of-home is rightly famous for with personal engagement through mobile is a great step forward for advertisers."