The presented project investigates how the interaction of mobile devices with Out-of-Home media could be improved from a user’s perspective.
More specific, it explores how the process of establishing a connection between a poster and smartphone can be improved, and if an improved method of interaction would result in an increase in users’ willingness to interact with Out-of-Home media.
To answer these questions, a user study has been conducted. The study consists of seven qualitative interviews, a quantitative survey and a user test that is comparing different methods of interaction between a poster and a smartphone.
Alternative solutions using Near-Field Communication, image recognition and push messages were being discussed and tested with the user.

The project is taking the viewpoint of advertisers, who would like to increase the interaction with posters.
Hence, a list of recommendations for future implementation of interactive Out-of-Home campaigns will arise as a result of the project.