NFC device prompts shoppers to interact with your ads

TV mounted sensor detects passers-by and reels them in for marketing promotions

Linkett is redefining "TV advertising." The Canadian company has created a digital signage solution that detects a shopper walking by a TV and lures them to stop and interact with ads by offering them content they can grab with their phone.

It's an interesting idea. Mobile commerce is exploding: According to e-marketer.com, retail sales occurring on mobile devices skyrocketed 81 per cent last year to nearly US$25 billion, accounting for 11 per cent of all US retail e-commerce, and it predicts by 2016 24 per cent of retail e-commerce will come from mobile. Yet people generally dislike mobile ads, so the question of how effective they are is a persistent one.

If your business wants to do a better job of serving marketing content to smartphone users, Linkett's solution might be attractive considering TVs are becoming ubiquitous in retail. In fact, the use of televisions in retail settings has been growing year-over-year at a rate of 12 to 15 per cent and is only at the beginning of "an exponential curve," says 20-year-old Douglas Lusted, CEO and co-founder of WestonExpressions, the company that created Linkett.

Linkett is a three-pronged system made up of an NFC-enabled motion sensor that sits on the corner of the TV screen and communicates with a small Internet-connected media player as well as back-end cloud-based software. When customers walk past a Linkett-connected TV the system can change the message or use audio cues - such as a head-turning beep or spoken voice that says "Come back and tap your phone to get a coupon at XYZ store for 50 per cent off a sweater"--to grab their attention.

Android, Windows Phone and BlackBerry users who have an NFC-enabled phone can tap it on the sensor to get coupons, music, video, directions or any other content a retailer wants them to have. Lusted says his company makes sure the ads include a QR code for iPhone users and others without NFC capability.

But why would someone want to get a coupon from a TV they have to be standing next to instead of having it delivered to their phone?

That differentiation is the beauty of his product, Lusted says.

"We're a pull service not a push service. If you download an app on your phone it constantly... gives you information that may not be totally relevant to you, that you may not want," he says, adding that with Linkett, the consumer makes the decision what promotion he wants to learn about.

Lusted says interaction with these kinds of requested ads is around 400% to 500% higher than through passive offers.

Linkett records each consumer interaction--how many people walked by, stopped in front of the unit, or requested content. Businesses can using the Linkett cloud platform to see these analytics in real time and find out which TVs running particular ads are getting the most engagement, as well as create new ads on the fly.

Linkett hardware will start shipping late fall, and if you pre-order a package now for $99 you get three Linketts, three digital media players and two months of the online software free.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

The versatility of Live Chat is really what surprises me. I’ve seen it being used not only for customer support, but also as a tool to in...

Drishti Shah

Why Bupa tapped WhatsApp for new customer messaging channel

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...

Bagen Andrea

What this millennial marketer is doing to shake up conveyancing

Read more

Love the post. It is so insightful for companies getting stuck in their habits and missing out on the role innovation can have on revenue...

Alessia Del Genio

How Lego built its culture of innovation, brick by brick

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in