New Advertising Program Lets iPhone Users Get Interactive With Digital Signage

June 5, 2009 12:05 p.m. EST

London, U.K. (AHN) - Digital advertising agency Clusta and CBS Outdoor have teamed up to take digital signage to an interactive level for iPhone users, allowing them to make creative changes to the work.

The program, which will first be available to use a Westfield London, allows iPhone users to connect to LCD digital signage displays via WiFi or 3G.

The user is then able to alter the state of the object on the screen by swiping back and forth on the iPhone's touch screen.

The object can be spun around, have the colors changed and zoomed in or out on with many more interactions possibly coming down the line.

"This revolutionary platform showcases the huge potential that exists for digital outdoor to use emerging technologies to captivate consumers in its unique environments - digital outdoor is an incredibly innovative medium and as an industry we are really just scratching the surface of the weird and wonderful ways it can engage," said Russell Townsend, managing director at Clusta, according to campaign.

The new program was launched on Thursday at the Media Playground event, where LCD screens showcased a trainer as the object consumers could interact with to display possibly marketing options for advertisers.

Capabilities also exist for the program to be used by other smart phones and include SMS interactivity in order to receive more information about a displayed product.