GOOGLE: NFC-enabled seat back ads ask commuters "need some new tracks for the train?"

Google has partnered with NFC specialist Tapit to promote its Google Play Music service using NFC and QR code enabled posters on public transport along the east coast of Australia.

Buses in Sydney as well as trains in Melbourne and Brisbane will carry the posters until December 2013, directing commuters to the Google Play Music website to learn more about the music streaming service.

"The whole approach for Google is turning their static outdoor assets into content delivery points," Tapit's Andrew Davis explains. Google will also be able to use the Tapit platform to understand how consumers are interacting with its outdoor media.