NFC TimesThe premier source for news, analysis and commentary on
Near Field Communication and all contactless technology

NFC Times Exclusive: Proximity marketing firms in the U.S. and Europe say that their most successful campaigns see tens of thousands of taps or scans, but amid growing interest in Bluetooth low energy, they say that it is important not to over-use push advertising.

Suppliers will deploy over 900 NFC-enabled advertising displays on 75 U.S. college campuses for the fall, hoping to capitalize on the high penetration of smartphone ownership on U.S. campuses.

As NFC-enabled mobile devices reach the market in larger numbers, announcements of commercial-grade NFC-enabled advertising campaigns have also increased, demonstrating that the market for NFC-enabled marketing is beginning to materialize.

While awareness and use of NFC still is substantially behind that of QR codes when it comes to consumers using interactive advertising displays, NFC appears to be gaining ground.

Samsung Electronics, along with Australia-based NFC marketing firm Tapit, UK-based out-of-home advertising company Chiel and terminal vendor VeriFone are rolling out NFC stickers to 80 taxis in the UK, as part of a promotional campaign for musician Robbie Williams’ upcoming Samsung-sponsored tour.

Riders in 5,000 taxicabs in the U.S. would be able to tap on NFC tags on video advertising screens to download apps, brand information, coupons, maps, music and videos, according to technology suppliers that have equipped the taxis for potential advertising campaigns.

Video game retailer Codemasters Japan is rolling out NFC-enabled tags on game packages in Codemasters Japan retail outlets, Australia-based NFC tag marketing company Tapit has announced.

Swedish mobile operator Three, outdoor media company Clear Channel, and Australia-based NFC tag marketing company Tapit have installed NFC smart posters on a Stockholm subway car.

Large outdoor media company Clear Channel will commercially launch its NFC-enabled outdoor advertising network in major cities in the UK in March.

Marketers and distributors of the Australia release of the action movie Zero Dark Thirty are tapping NFC technology to help promote the film.