Eye will this week switch on Amplify, a technology-agnostic out-of-home advertising platform that allows campaigns to extend onto smartphones via integrated NFC, QR code, augmented reality and SMS connectivity technology. A roll-out across 8,300 existing Eye sites in the UK, Australia, New Zealand and the USA will begin on June 1st.

"With the exponential growth in smartphone penetration, advertisers recognise the power of mobile but the technology itself can often be the barrier to trial. With Amplify, we have removed that perceived complexity," comments Jeremy Corfield, global director of Commercial at Eye. "Whether it's mobile coupons to drive product trial, movie trailers to encourage viewing, loyalty programmes for ongoing connections, augmented reality for creative amplification or simply a call to action to drive web traffic, our Amplify solution delivers all in one."

Many of Eye's UK advertising sites will become part of the Amplify network

Eye chief executive Gerry Thorley adds: "The conventional approach the industry often takes is to push whatever the latest technology happens to be which quickly becomes outmoded and doesn't start from a client's perspective. The Amplify proposition means that we can always start with the client challenge and recommend an appropriate solution using whichever technology platform is most appropriate rather than pushing the latest widget."