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

Los Angeles Transit Authority to Support Closed-Loop TAP Card in Both Apple Pay and Google Pay

Jul 17 2020

NFC TIMES Exclusive Insight – The Los Angeles County Metropolitan Transportation Authority, or Metro, plans to introduce an Android version of its TAP closed-loop fare card, with a virtual TAP card for the Google Pay wallet, a Metro spokesman confirmed to NFC Times.

Uber Expands Mobile Ticketing to More U.S. Public Transit Agencies

NFC TIMES Exclusive – As expected, Uber today has expanded support for public transit ticketing in its app again, this time to a consortium of 13 small and mid-tier transit agencies in Ohio and Northern Kentucky–following two other U.S. transit agencies, in Denver and Las Vegas, which have already integrated with Uber–it was announced today. NFC Times had reported the planned move in late May. 

Open-Loop Fare Payments Rollouts Continue Post-Lockdowns, with Italy’s Fourth Largest City Latest to Launch Service

NFC TIMES Exclusive Insight – Another of Italy’s major cities has launched open-loop fare collection, with Turin enabling customers to pay for rides on its one-line metro and certain bus routes by tapping their contactless EMV credit and debit cards, along with smartphones and smartwatches supporting NFC payments services.

Calgary Transit Launches Mobile-Ticketing Service with Plans to Expand to Open Loop

NFC TIMES Exclusive Insight – Canada’s third largest city, Calgary, has introduced its first electronic fare payments service, offering mobile ticketing from a software-as-a-service platform provider, with plans to enable customers to pay for fares with their contactless EMV credit and debit cards and NFC wallets.

As E-Commerce Surges, Major U.S. Payments Networks Announce Plans to Expand Click to Pay Globally

NFC Times Exclusive Insight – As e-commerce continues to grow in importance as Covid-19 lockdowns ease, four major U.S. payments networks announced today they are laying the groundwork to expand their uniform e-commerce checkout platform internationally.

Transit Payments Company Head: Apple and Google Positioned to Take Bigger Piece of Payments Industry

NFC TIMES Exclusive Insight – The head of transit payments gateway and processor Littlepay said he believes that Apple and Google are well-positioned to take a “big bite out of the payment chain,” which could change their relationship with payments networks Visa and Mastercard from one of collaboration to one of competition.

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.