Mobax Networks – which develops technology for the mobile marketplace – has launched software which enables consumers to interact with messages on digital signs through their mobile phones; and measures their response.

The firm’s new miSignageLink software platform uses marketing technology to transfer digital content from signage to consumer mobile devices. It then provides metrics on user interactions, audience measurement (consistent with OVABguidelines), and proof-of-play (complying with POPAI definitions).

The system taps into the firm’s Admetry platform, which analyzes campaign performance including the success of calls-to-action, and allows ad delivery to be targeted by location, demographics, time and relevance, to enable consumer views and dwell-time to be measured.

Admetry provides multi-channel information delivery for digital as well as traditional (print, radio, and TV) media, to enable advertisers to track interactions and the viral movement of ads across all screens (web, social media, iTV, mobile and digital signage).

The firm says miSignageLink covers nearly 95% of the popular platforms – Android, iPhone, Blackberry, Windows Mobile, Java ME, etc – and can be scaled from tens to thousands of screens.

Web site: www.mobax.com