Reality Show Tag Trial Seeks to Demo Smart Posters as Ad Medium

A small group of advertising agency staffers will be able to tap their NFC phones on smart posters in New York and Los Angeles starting next week to view videos clips of a reality TV show and link to the show’s Facebook page, according to UK-based NFC application provider Proxama.

The trial follows a similar project in May, in which about 20 ad agency personnel and media buyers could tap 10 to 20 movie posters in London advertising the forthcoming film, X-Men: First Class, to view a preview clip and link to the film’s Facebook page.

The U.S. project involves the VH1 cable television network and its reality TV show Basketball Wives, which in typical reality show fashion follows lives of the spouses, ex-spouses, girlfriends and ex-girlfriends of NBA basketball players.

NFC tags will be embedded in a limited number of outdoor posters advertising the show in New York and Los Angeles, which people with NFC phones would be able to tap to view trailers and link to the show’s Facebook page. The trial is expected to launch next Monday.

As with the X-Men project, Outdoor advertising agency Posterscope and its Hyperspace arm are involved in the new trial, along with Nokia, which will distribute its C7 NFC smartphone, known as the Astound in the United States, to a limited number of ad agents and related personnel. Proxama also offers a data management and reporting tool, in addition to its tag-reading application, for the project. The vendor has an agreement with Nokia to collaborate on development of these types of applications.

While consumers with the Astound, sold through T-Mobile USA, and Google’s Nexus S, along with other standard NFC phones, would be able to tap the posters for the content, the project is not intended for the general public.

“We’re using it as a demonstrator and to showcase to advertising agencies in the U.S.,” Graham Tricker, head of operations at Proxama told NFC Times.

The firm hopes to sell the advertising agencies on NFC smart posters as a medium to deliver ads from merchants and other advertisers.

 

HEADLINE NEWS

Cubic Expands Agreement with Moovit, Seeking to Drive More Use of Mobile Apps by Transit Agencies

NFC TIMES Exclusive Insight – U.S.-based Cubic Transportation Systems and Israel-based trip planning app provider Moovit, now owned by Intel, have expanded their partnership to develop mobile services for transit agencies, seeking to enable transit customers to “look, book and pay” for multimodal journeys.

Brussels Latest European Capital to Launch Open-Loop Fare Payments

NFC TIMES Exclusive Insight – Major Brussels transit operator STIB-MIVB plans to begin accepting contactless EMV credit and debit cards and NFC wallets on Wednesday, the latest European capital to launch open-loop payments following the success of the technology as demonstrated in London.

In-Depth: Boston Transit Agency Seeks to Put Massive Fare-Collection Project Back on Track

NFC TIMES Exclusive Insight – The massive new fare-collection system planned by Boston’s Massachusetts Bay Transportation Authority, or MBTA, which will include open-loop contactless payments and an expanded closed-loop program, has had trouble getting off the ground. Late last week, the transit agency finalized its “reset” of the project, agreeing to increase the contract by nearly 30% to just over $935 million and to add two more years to the rollout schedule–all in hopes of getting the project back on track.

With E-Commerce Skyrocketing, Tokenized Transactions Expected to Soar, as Well

NFC TIMES Exclusive Insight – As more consumers buy online, and to a lesser extent use mobile wallets for in-store purchases, because of the coronavirus pandemic, tokenized card transactions are expected to increase dramatically.  

Software-as-Service Platforms for Transit Agencies Begin to Support Open-Loop Payments

NFC TIMES Exclusive Insight – In what is believed to be a first, a transit agency in Europe plans to accept contactless credit and debit cards using a third-party software-as-a-service platform this summer, UK-based platform provider Masabi told NFC Times, although the company declined to name the agency. The project is expected to begin as a pilot.

Apple Launches Overdue Octopus Payments Service in Hong Kong, as It Continues to Seek More Transit Applications for Wallet

NFC TIMES Exclusive Insight – Apple today finally launched its Octopus transit payments service in Hong Kong on Apple Pay, nearly a year after the service was originally announced and more than two years after rival Samsung introduced a similar service in the market.

Mastercard: Contactless Payments in Europe Approach 80% of Card Transactions; Pandemic Causes More Consumers to Shun Cash

NFC TIMES Exclusive Insight – While contactless payments in Europe were already commonplace and continue to grow, the Covid-19 pandemic has created even more interest in the technology among consumers, according to a report released Thursday by Mastercard. The report includes a survey showing that consumers in eight major European markets say they use NFC-enabled smartphones and wearables for a combined 32% of all contactless transactions, a spokeswoman confirmed to NFC Times.

UPDATED: Ohio-Based Transit Agency Group Planning to Enable Mobile Ticketing Through Uber App

Jun 3 2020

NFC TIMES Exclusive – A consortium of 13 small and mid-tier transit agencies in Ohio and Northern Kentucky plans to enable customers to buy public transit tickets directly in the Uber app as early as this summer, following two other U.S. transit agencies, in Denver and Las Vegas, which have already integrated with Uber.

Samsung Details Planned Mobile-Money Service as It Seeks to Keep Pace with Rival Apple Pay

NFC TIMES Exclusive Insight – Samsung offered more details today about its Samsung Money debit card and “mobile-first” money management service for its Samsung Pay app, which it plans to launch in the U.S. this summer with personal finance fintech SoFi. Samsung had disclosed plans for the new service earlier this month.

Networks: Contactless Transactions Soar as Pandemic Takes Toll on Cash

NFC TIMES Exclusive Insight – In announcing their respective quarterly results this week, both Visa and Mastercard, as expected, discussed the major disruption that Covid-19 is wreaking on the payments business. But they also noted that there is one unexpected victim of the pandemic: cash.

Prompted by Pandemic Fears, Last of Australia’s Big Four Banks Ends Apple Pay Holdout

May 12 2020

NFC TIMES Exclusive Insight – Citing the increased demand for cashless payments because of the Covid-19 pandemic, Westpac today became the last of Australia’s big four banks to adopt Apple Pay, ending a four-year holdout that had lasted months, even years longer than its major rivals.

Insight: MaaS Backers Believe New Mobility Platforms Could Help Transit Providers Win Back Their Customers’ Trust

NFC TIMES Exclusive Insight – With Covid-19 lockdowns causing mass transit ridership in many cities to virtually fall off a cliff–with such cities as London, New York and San Francisco reporting drops of more than 90%–transport providers worry that some riders may not come back, even after the pandemic ends.