Randy Ray and smartphone


Vancouver new technology transmits outdoor-indoor ads

to users when smartphone tapped on any attached tags

Gauge Mobile Solutions of Vancouver has created Scanvee, a new technology that transmits coupons, maps, videos, ticket sales and other online promotions straight to a user’s smartphone when they tap on a tag attached to outdoor or indoor ads found on bus shelters and in restaurant and bar washrooms.
The technology was unveiled in early March in Toronto, Montreal, Vancouver and several other Canadian centres. The launch was a joint project of Gauge Mobile Solutions and media companies Astral Outdoor and Newad, both of Montreal.

Scanvee is a management platform that creates Near Field Communication (NFC)andopen source, industry standard Quick Response (QR) codes to efficiently and cost effectively deliver content to consumers through their smartphones.

It enables consumers to make purchases and view engaging online content by simply tapping their smartphones on street-level advertisements and ad boards in bars and restaurants. And Scanvee gives advertisers innovative technology that will make it easy and cost-efficient to deploy, manage and measure mobile advertising campaigns.

Scanvee is being incorporated into bus shelters and other street facing ad displays operated by Astral Outdoor as part of an exclusive pilot project in Toronto and Montreal.  Scanvee will also be part of ad displays in RestoBars in Toronto, Montreal, Vancouver, Edmonton, and Calgary where the content is supplied by Newad.

By the end of 2012, Scanvee is expected to be part of nearly 1,000 street level displays and another 600 displays in restaurants and bars.

“You don’t have to have an app, you don’t have to take a picture, you just touch the tag with your phone and any number of things could happen,” Gauge Mobile CEO Tony Vassiliev told The Vancouver Sun. “It could launch a website, deliver a coupon to your phone, pull up a map, transfer contact information.”

For example, while waiting for a bus or crossing a downtown street, a poster for the new Lion King 3D movie can be tapped with a smartphone, and instantly the ad comes to life on the screen of a phone. Not only can the consumer watch the trailer and play the Hakuna Matata game app, but he can also see a list of theatres showing the film, along with showtimes – directly on his smartphone.

Consumers can even purchase a movie ticket on the spot. Similarly, via advertisements, street posters, and ad boards, they will be able to connect with brands they like, and shop for products they want quicker and easier than ever.

On transit shelters, the ads will have a clearly marked label; it will be a six-by-12-centimetre image that will say ‘tap here for more information, said Vassiliev.

“In the early stages I think you will see a lot of online goods being sold, things like gift cards, tickets, gift certificates to a spa or restaurant. There will be tickets to movies and concerts and you’ll be able to buy services as well — like ordering flowers or booking an appointment for a car mechanic.”

Scanvee is part of an advertising trend that is tapping into the growth in both smartphones and in social networking. Vassiliev said that while outdoor advertising has always been aimed at capturing attention, the Scanvee tags take it a step further.

“With outdoor advertising that was meant for awareness building, consumers see the ad day in and day out and hopefully when they’re ready to make a purchase, they’ll remember the brand.  With mobile growing as fast as it is and consumers always connected to the Internet, it’s easy to take them from that awareness stage through consideration to conversion — they become an actual customer and this also empowers them to refer the product or service to friends,” he says.

Scanvee will provide substantial benefits to advertisers and marketing agencies.

In most cases, marketing managers can create and launch a Scanvee QR or NFC mobile campaign in less than 10 minutes. Once a campaign is up and running they can monitor where and at what time a consumer scanned a code, on what kind of device and what action the consumer took. Not only can large campaigns be launched quickly, campaign performance can be monitored in real time, and when required, the content and direction of an ad campaign can instantly be updated online by campaign managers.

Scanvee is currently used by Flight Centre, General Motors, and ValPak to create, manage and track mobile marketing campaigns. Astral and Newad’s integration of Scanvee represents the evolution outdoor advertising needs to make into today’s mobile dependant world.

“Companies that utilize more than one QR code or NFC tag can save time and money by organizing their codes and tags and assessing each campaign as a whole and in relation to others,” says Vassiliev. “Scanvee’s up-to-the second reporting enables users to assess the success of their campaigns in live time, and if necessary take appropriate action to improve the response. Further, they can utilize any number of the statistics to better target their campaign, increase engagement and improve the chance of making a sale.”

A newly released report by comScore found that smartphones account for 45 per cent of mobile phones in Canada, and British Columbia has the highest percentage of smartphones at 51 per cent.

The report found that in December 2011, more than 1.4 million Canadians used their smartphones to scan QR codes at least once in the month, and 329,000 smartphone subscribers scanned a QR code at least once each week.

Further Information about Gauge Mobile, Astral Media and Newad can be found on the Internet at: Scanvee & Gauge Mobile - www.scanvee.com - www.gaugemobile.com; Astral Media:  www.astral.com; Newad:  www.newad.com

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