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Pattison introduces proximity-based mobile ad service

Toronto-based out-of-home advertising company Pattison Onestop has formed an agreement with UK-based mobile marketing company Zappit to develop a proximity-based advertising service. The service, called Engage, makes use of near field communications, quick response codes and text messages to allow smartphone users to interact with advertising displays. Consumers will be able to access additional marketing materials such as videos, games, social media content and digital coupons.

The service will operate on 169 digital displays, static posters and video wall units installed in the Toronto PATH shopping concourse. The company plans to expand the service to other venues in the future.

"Our new mobile engagement technology will provide marketers the ability to adopt a more targeted and personalized approach to advertising," said Cam Milne, general manager of Pattison Onestop. "We feel confident that it will create new opportunities for our many marketing partners across our network of digital products. Engage is an incredibly intuitive platform and a competitive edge for marketers to enhance consumer engagement that will allow end-users to immediately connect with campaigns with their smartphones. It's a platform capable of supporting high volumes of NFC, QR and SMS campaigns."

Pattison Onestop is a division of Pattison Outdoor Advertising.

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