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Bauer Media Outdoor has launched the UK鈥檚 first permanent high street mobile platform for outdoor media.

From this week, consumers will be able to deepen their engagement with thousands of Bauer Media Outdoor鈥檚 sites by tapping or scanning their mobile device on interactive panels on high streets and in town centres right across the UK.

At launch, consumers who tap or scan interactive panels next to adverts for upcoming Danny Boyle movie Trance and Paramount鈥檚 GI Joe: Retaliation will be able to watch film trailers; Dewynters will offer video clips of the West End musical The Bodyguard; while panels next to KFC posters will provide a proximity search that will let consumers find their nearest restaurant.

The landmark platform also gives advertisers the opportunity to deepen their interaction with consumers by offering interactive content and social media integration, while consumers will be able to use their smartphones to download vouchers and promotions.

Work began on Bauer Media Outdoor鈥檚 Mobile Platform in December 2012 and has seen 10,000 high street 6-sheet and digital roadside panels initially equipped with both Near Field Communications (NFC) and QR code capabilities. The platform is supported by a full reporting network to help brands effectively track responses.

Matthew Dearden, CEO of Bauer Media Outdoor, said, 鈥淎t Bauer Media Outdoor, our goal is to understand what brands need to succeed, and make it easy for them to use these tools brilliantly. Innovative and relevant ways to deepen engagement with difficult-to-reach, affluent consumers are always great news for brands. Combining the outstanding audience and reach that out-of-home is rightly famous for with personal engagement through mobile is a great step forward for advertisers.鈥�