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Canadian advertising agency Newad has announced it will integrate near field communication (NFC) technology into its network from January, allowing smartphone users to connect with information on the product being advertised via chips embedded in the displays. NFC also enables consumers to buy the products using the technology.

Newad – which claims the move is 'a first for Canada' – states that 200 of its Big Backlit boards, deployed on university and college campuses, will be the first to undergo NFC integration.

"This announcement is a testament to the constant evolution of advertising models, and to Newad's ability to offer advertisers a range of cutting-edge products," says Michael Reha, president and chief executive, Newad.

"Not only is this good news for Newad and its advertisers, but for Canada's entire advertising, marketing and mobility industry. The integration of NFC technology to our offer will now allow advertisers to establish a more direct relationship with consumers, to trigger more immediate and measurable purchasing decisions."