Mall media operator Eye has announced a partnership with NFC specialist Zappit to power the next generation of its Amplify mobile advertising platform. The Amplify solution will be deployed across the company's network of 3,100 digital advertising displays, located in 250 upmarket US shopping malls.

The new platform will enable shoppers to interact with advertisements via NFC, QR codes and SMS.

"Our digital and backlit advertising solutions are optimized to catch the shoppers attention and the addition of the Amplify mobile solution allows brands to deliver consumer engagement in the form of video with sight, sound and motion, coupons, offers, a mobile web experience and more," says Jeff Gunderman, Eye's general manager.