Kinetic adds interaction to OOH portfolio with Endeavour Media link-up
Kinetic Worldwide and Endeavour Media have joined forces to integrate the latter's Cee platform into out-of-home campaigns. Through this, advertisers are able to tag their promotional assets with barcodes, QR codes, Chameleon Codes, audio coding, GPS or NFC tags.
Using these tags, advertisers can direct members of the public who interact to m-commerce sites, send them personalised content and promotions, or prompt them to take part in an online survey.
"Our platform has a multi-pronged approach that can utilise all mobile tagging forms," explains Babak Monfared, chief executive of Endeavour Media. "This enables brands to have complete flexibility and ease in how they engage audiences via OOH and mobile, and to select the most optimal methods for achieving their campaign goals. Any offline encounter can be converted into a mobile engagement."
These tags work in tandem with Endeavour's Cee content management system, which is geared towards delivering smartphone and tablet content. The software not only acts as a content creator, but also as an analytics tool to measure the effectiveness of ad campaigns. The third element is the Cee app, which is used to provide the link to a customer's phone, and allows advertisers to offer location- or language-based content, as well as other types of in-app communication.
This technology will be made available for all future Kinetic campaigns, whether static or digital, as there is no need to change the set-up at existing media sites or for alterations to made to promotional material for the platform to work.
"With our new initiative, we advance the ability of brands to make powerful connections with people on the move," comments Mauricio Sabogal, global chief executive of Kinetic Worldwide. "At Kinetic we are continually evolving to ensure we deliver the most relevant connections with clear and measurable outcomes, and our partnership with Endeavour Media is a major step forward in that evolution. We're enabling OOH to be the backbone of communication strategies."