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Digital out-of-home (DOOH) company City Gateway Media has formed a partnership with Screenreach Interactive to conduct an experiment using the latter's Screach digital media platform, which will investigate the importance of audience engagement and interaction in an OOH environment.

The assessment is currently taking place at City Gateway's Manchester Tower site in the city's Piccadilly area. Using the Screach application, which allows two-way communication between digital screen content and a smart device, passersby are invited to enter a code which will post their Facebook profile on the 19m-high site.

A review of the data from the experiment will be used to build an ROI model that works on a CPR basis for advertisers and the DOOH sector in general, Screenreach explains.

"By working with Screenreach we are creating an opportunity to look further into how consumers behave and react to interactive out-of-home experiences," says Richard Rowley, sales director at City Gateway Media. "We're very excited to see and share the results."