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PHONES AND POSTERS PLAY TAG IN THE WEST END

03/06/2003

"This deal with Primesight confirms that interactivity is the future for poster advertising."

The new system - developed by Cambridge-based company Hypertag - uses the latest wireless communications technology to enable mobile phone and PDA users one-click access to web pages by pointing and clicking at advertising posters. NESTA (the National Endowment for Science, Technology & the Arts) - the organisation that champions UK creativity and innovation - invested in Hypertag at the beginning of the year to develop the business and this campaign marks the company's first major milestone since then.

This will be the first campaign in the UK to use the Hypertag system and will be launched in 20 cinemas in London so users can go the web sites of the movies advertised in foyers. The deal marks the beginning of a partnership between Hypertag and Primesight, the outdoor media arm of SMG PLC and is the start of a wider roll-out across Primesight's nationwide poster network.

Commenting on the deal, Jonathan Morgan, Chief Executive of Hypertag, said:

"This deal with Primesight confirms that interactivity is the future for poster advertising. They showed their enthusiasm for Hypertag from day one, and this deal underlines Primesight's dedication to lead the field in outdoor media."

NESTA Director of Invention & Innovation, Mark White, said:

"NESTA exists to help UK creativity and innovation flourish and Hypertag are a wonderful example of this in practice. We were impressed with the team's drive and commercial acumen and we are delighted that they have proved us right through achieving this significant milestone."

Primesight, Managing Director, Naren Patel commented:

"Primesight are proud to be the first user of Hypertag's technology. The advertising community has expressed significant interest in exploiting the possibility of interactivity with poster sites and we remain convinced of its marketability."

The Cambridge-based business, Hypertag, was founded by four Cambridge University Engineering Graduates specificially to work on developing technology for people to benefit from quick and easy access to location-specific information. The team is led by Jonathan Morgan who is joined by Nick Hardy, Rachel Harker and John Winn.

Primesight was formed in 1985 and purchased by Scottish Media Group in 1999. Primesight is an innovator in the 6 sheet sector with interests across the outdoor market including roadside, transport and P.O.S; large format and smaller format displays.

Primesight offers over 11,000 illuminated 6 sheet panels in national, regional, conurbation and other targeted campaigns.