This is Part 1 in a multi-part series this week on Mobile Scanning Technologies. I think these types of technologies are powerful in the “new” OOH because they bridge the offline (real-world) with the online (virtual world). And the “new” OOH, to me, is all about connecting others with the places and things around them AND each other.
Today, I’m going to focus on two different (yet conceptually same) technologies – code scanning & image scanning. I’ve written about these types of technologies ad nauseum this year.
I can’t tell you how many discussions I have in our office about adoption of these technologies and their true value. I’m on the side of the fence that sees great potential in their ability to drive consumers deeper into brand experiences by bridging the offline with the online. Others are on the side of the fence that asks, “why not just use a URL?”
Here’s my simple response – if it’s the same exact content that you’d send someone to, via the URL or through the code, the code isn’t that valuable. If the code enables consumers to “unlock” special content that couldn’t otherwise be accessed, then the code is extremely valuable. The crux of it to me lies in content. So, my question back is, “what’s the content strategy?”
These codes, just being used for technology’s sake, do very little good. They don’t enable a great experience and more importantly, they don’t offer up value to the consumer. However, when they can deliver content that enables a valuable experience – oh, by the way, in a unique way – then, they can be very powerful. The sheer ability to instantly drive a consumer into an interactive (sometimes, social) experience from an otherwise static advertisement is profound in its power. Problem is, we’ve not seen many brands create the type of experience that makes a profound impact. I’m convinced that it can be done.
What are your thoughts? Which side of the fence are you on?
Stay tuned for more….