Posterscope, a global out-of-home communications agency that buys more than US$2bn of advertising space annually, is to offer NFC-based advertising campaigns to its clients in 20 countries using Proxama's TapPoint platform.

Posterscope will use Proxama's platform in both out-of-home (OOH) advertising locations and in stores and plans to fully integrate the technology into its planning tools.

"Posterscope's approach will enable real-time optimisation of mobile content and associated creative on digital OOH screens, as well as the option of conversion tracking," the company says. "Project management services and specialist NFC application development will also be offered, as well as content production services for clients that require support in this area."

The services will be available globally but centred in the UK at Posterscope's Hyperspace innovations division.

"Clients nowadays quite rightly expect OOH agencies to offer more real-time approaches, make better use of data and provide expertise across all aspects of the OOH ecosystem," says Posterscope's chief strategy officer James Davies.

"By increasing our commitment to the building of integrated mobile and OOH experiences, Posterscope, in combination with the capabilities of our media and creative agency partners, will continue to create market-leading innovations that bring genuine value to both brands and consumers."

The move follows a number of NFC campaigns Posterscope has been involved with in the UK and US, including promotions for the X-Men First Class movie, TV network VH1's Basketball Wives and interactive media on South West Trains.