New posters can be controlled with an iPhone

Interactive touch screen advertising controlled by the iPhone was launched this weekend at the Media Playground conference in London.

The adverts were created by Clusta and CBS Outdoor, which plan to trial them at the Westfield Shopping Centre in London, but hope the launch will attract more interest.

The 57 inch advertising screen connects to a shopper's iPhone via WiFi or 3G. This then allows the iPhone user to move the advert from side to side, sliding their fingers across their touch screen, or indeed use the pinch and stretch features with two fingers to zoom in or out of the advert.

Russell Townsend, managing director at Clusta, said in a statement: "This revolutionary platform showcases the huge potential that exists for digital outdoor to use emerging technologies to captivate consumers in its unique environments."

"Digital outdoor is an incredibly innovative medium and as an industry we are really just scratching the surface of the weird and wonderful ways it can engage," he added.

The companies also confirmed that this could be developed to interact with other smart phones, while others could use SMS to receive more information about the product instantaneously.

Lee Cutter, head of retail sales at CBS Outdoor, said: "The addition of this level of consumer interactivity will be a major additional benefit for advertisers wishing to capitalise on the enhanced responsiveness of consumers at Westfield."

Jennifer Scott

Jennifer Scott is a former freelance journalist and currently political reporter for Sky News. She has a varied writing history, having started her career at Dennis Publishing, working in various roles across its business technology titles, including ITPro. Jennifer has specialised in a number of areas over the years and has produced a wealth of content for ITPro, focusing largely on data storage, networking, cloud computing, and telecommunications.

Most recently Jennifer has turned her skills to the political sphere and broadcast journalism, where she has worked for the BBC as a political reporter, before moving to Sky News.