EYE USA, which operates 3,500 panel displays in 250 malls, announced Tuesday (Aug. 19) a partnership with Briabe Media, a mobile marketing agency, to offer mobile campaign components to its mall advertisers.
Advertisers on EYE's displays can offer shoppers the ability to use cell phones or other mobile devices text-in to receive special offers, mobile coupons, prizes, or other content, effectively closing the sales loop between the static ad in the mall and the sale.
"EYE's clients will be able to engage and capture their target consumers from the first impression to maximize the potential of their media buy," said James Briggs, co-founder and CEO of Briabe.
EYE is in the early stages of marketing its new mobile ad solution to advertisers and clients. "We believe this interactivity will only grow in the coming months and years," said Wright Ferguson, vp of sales for Eye.