SHANGHAI, April 8, 2013 /PRNewswire/ -- Touchmedia and Johnnie Walker won the Gold Award for Technical Innovation at the "China Advertising Outdoor Annual Awards" for their campaign using location based services (LBS).
In the campaign, the frequency of playing the Johnnie Walker advertisement within the Touchmedia video loop increased in different areas where there were a high proportion of outlets, raising awareness and recall, as well as driving sales. Commented Zhang Wei, Senior Brand Manager of Johnnie Walker, "We regard outdoor advertising highly for its wide coverage and potentially high impact. At the same time, we need it to be targeted to the right audience and the right locations. Touchmedia's audience, with a high proportion of affluent, adult business people, is ideal and with the LBS meeting our geographic needs, the effect was highly satisfactory."
The China Advertising Outdoor Annual Awards (COD AWARDS), founded by China's first professional advertising magazine China Advertising, are now often seen as the most impartial and authoritative professional awards in the field of outdoor marketing communications in China. As the awards organizer, Zhang Hui Xin, the President of China Advertising, noted, "Advertising is being deeply impacted by the digital revolution, changing the basic forms of outdoor advertising, and the new technology and networking are providing superlative conditions for its use in key locations. We hope to see ever more innovative and creative uses of digital technology in advertising to enrich the visual and interactive experience."
Micky Fung, Founder and Executive Chairman of Touchmedia, was delighted by the award, saying, "As the leading in-taxi interactive media company in China we have always been at the forefront of creating new technology for more effective advertising. We appreciate the recognition of our efforts and those of our clients."
In addition to Time Based and Location Based Services, Touchmedia has pioneered the integration of advertising on interactive screens with viewers' mobile phones, now used in more than 40 percent of interactive campaigns on Touchmedia. Currently this involves inputting data or using QR codes, but Mr. Fung said that ultrasound and NFC technology are in development. These in turn will facilitate programs such as instant purchase via e-commerce on Touchmedia screens, tracking and monitoring of sales promotions, all of which have been recently successfully introduced.
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