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 CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in