Mobile marketing is quickly becoming a contact sport.
Automakers such as Ford and Toyota are illustrating how static ads on screens and billboards can quickly generate dynamic ads for the smartphone through the use of near-field communication, the short-range wireless communications technology that's behind Apple Pay and works with a quick tap of the phone.
By 2018, IHS expects global shipments of near-field communication-enabled phones to soar to 1.2 billion, up from 275 million in 2013. That opens a wealth of possibilities for marketers to turn smartphones into a more robust marketing medium.
For instance, marketers are placing advertising on specially equipped screens and signs and using near-field communication technology to let consumers tap the displays with their smartphones to get more information.