Smart-posters offer higher interaction versus their QR counterpart. With QR codes, the user has to launch an app, aim the camera to the QR code, scan or take a picture, and wait for the device to react. The light conditions, elements, age of the poster, etc. may interfere with the user interaction. With NFC, on the other hand, users simply tap on the poster to get the information (“Tap-to-Get”) stored on the tag (URLs, coupons, etc.). The information is transferred to the phone instantly, thereby improving the user experience (UX).

Smart-posters requires the smartphone to support NFC Discovery Mode which is currently limited to Android and Windows Phone mobile devices. Devices that support NFC Discovery Mode have the capabilities to read tags (and hence can read Smart-posters). Unfortunately, NFC-enabled iPhones don’t support Discovery Mode and can only emulate NFC tags. This is referred to as Card Emulation Mode. Without Discovery Mode support, the iPhone do not have the capability to interact with Smart-posters.

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While walking through mall or a retail store people are bombarded with information as advertisers fight for customers’ eyes.  Traditional posters provide visual promotion displaying phone numbers and/or web addresses, which the customer needs to remember or write down.  Because there is no analytics produced from the information displayed, and traceability is minimal, the response rates are very low.

On the other hand, the Enhanced Displays or Enriched Posters include methods to bridge the physical and digital world. Their goal is to provide a seamless user experience by converting the printed content into digital format, and from offline to mobile.

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