Ask the Board – June 8, 2020 | IAN DALLIMORE

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“How will Near Field Communication (NFC) connectivity change digital signage in the next five years?”


Near Field Communication is a technology standard based on Radio Frequency Identification (RFID) that does not require an internal power source to function and can transmit information wirelessly over small distances. As a result, NFC opens up new possibilities for consumer goods. NFC is enabled when a compatible device — usually a phone — uses the 13.56 MHz operating frequency and is placed within a few centimeters of the NFC chip. NFC chips are passive and work by using power supplied by the phone tapping it.

Because the communication range of NFC is so short, and has a moderate sensitivity to interference, the information itself becomes fully secured once the tag is locked down during the encoding process. One of the applications that could change digital place-based signage specifically could be interaction with the digital signage itself. One application could be to watch a short trailer for a movie or a new shoe that is launching. A tap of our phone onto the screen could lead to purchasing a movie ticket or making a purchase of that shoe. Screen interaction with a mobile device allows consumers to “take something” with them. Future opportunities for NFC could also lead to more customized content of a specific user, allowing the screen to become one to one. I don’t see NFC playing a role with larger format roadside digital due to the distance and range of the technology.

About Author

Vice President of Digital Growth
Lamar Advertising Company

MEMBER OF THE DSE ADVISORY BOARD
Out-of-Home Network Council

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