network of tvs talks to cellphones and trades clips for advertising - digital advertising screens

By Claire ATKINSONFEB.
25, a little --
Akoo International, a well-known private company, is building a network of digital screens that can send and receive information from mobile phones.
The company aims to turn mobile devices into options on-
Demand content from big
Flat-screen TV at airport, bar and restaurant.
Named m-with Akoo's network-
Mobile phone users can send text messages
Message request to transfer music video, sports clips or fashion shows to their phone or play on a nearby Akoo TV screen which will be very much like a hightech jukebox.
In return, companies can offer digital coupons and promotions to mobile phones.
For example, in a restaurant called John barley corn in Chicago, a customer was in m-
The venue network may select the SMS code displayed on the large screen-
For example, a movie that will play Gwen Stefani's new music video.
The customer will then receive a text message to the effect "thank you!
Gwen stefanney will play soon.
Show this article to your server and get any appetizers for $1.
"Digital signage that mobile ads and consumers can activate is part of a rapidly expanding mobile marketing business.
Advertising at Carmel Group, a research firm in Carmelby-the-Sea, Calif.
Digital signage revenues are forecast to grow to $2 in the United States.
From $6 billion to the end of 2010.
2007 5 billion.
Although a few companies are using digital signs
Communication, such as sending coupons to mobile phones, Akoo (pronounced AH-koo)
The company says the technology is different because it allows consumers to control the content on the digital advertising screen to see what they choose.
"This is the only digital output. of-
Home Billboard network that fully interacts with mobile phones, "said Andy Stankiewicz, vice president of marketing at Akoo.
The content system, he said, is working together to achieve more than 2 million clips of m-through the global record company, Sony BMG Music Entertainment Fashion TV-Venue.
Advertisers are attracted to Akoo's network by their potential customers who are often young and hard to reach.
Mobile phone users can register the service online and choose to receive offers.
As the system is close to the cash register and marketers are also interested, it is said that the cash register can make a 70% purchase decision.
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"We can connect mobile phone users with the customer's purchase history," said Niko Drakoulis, Chicago-based Akoo chief executive . ".
When a person uses the system, this part works by identifying his location.
Akoo, which was founded in 2001, has done some early trials at McDonald's.
Akoo said that in a shop in Chicago, a 14-
Day trials of digital screens helped the business grow by 17%.
Advertising companies have shown interest and fear in mobile phones.
Activate the digital flag.
Creative agency Leo Burnett and its non-traditional sister store, Arc world, signed an alliance with Akoo, both of which are part of Publicis Groupe.
The digital agency Avenue A/Razorfish owned by Microsoft is also discussing trials.
Texas State University became the first university in the Akoo network after reaching an agreement with food supplier Chartwells, managing food services for 200 American universities, part of the Compass Group.
Other public partners of the advertising company are mainly in the Chicago area, including the Crabhouse at Bob Chinn, a restaurant chain;
A sports bar in Chicago with live music performances-bear bar;
There are several bar and restaurant owners, as well as a la carte entertainment. Mr.
Stankiewicz declined to disclose how many display screens are on the Web.
While not familiar with Akoo, other advertising agencies say they see interesting possibilities for a combination of mobile and digital logos.
"I don't see how marketers can't see something like this in today's environment, saying it makes absolutely sense," said Ross Dobson, managing partner at digital, mullen, an advertising agency at Volkswagen Wenham, conducted direct and analysis.
Is part of the group of Interpublic companies.
"I hope they will accept this before they accept other disruptive ads on mobile devices. ”Mr.
Dobson says some customers have avoided marketing with digital logos, as mobile images can be distracting, triggering lawsuits.
Bill Reynolds, vice president and head of media at Erwin, an international group Agency-
Penland said, "these devices initially attracted the attention of consumers, but most of them were for novel effects.
Many of them will wear out very quickly, so it will be a challenge to keep them fresh and attractive.
"A version of this article appears on page C5 of The New York edition with the title: The TV network is talking to a mobile phone and trading clips for ads.
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