Advertising-Technologies: Integrating Off-line and Digital Media
..Integrating Print and Digital Media
Let’s not forget that Latinos also still read newspapers, magazines and mail, and avidly surf the Internet. Technological innovations are bridging these mediums and helping consumers make the right connections every day, says Margaret Boller, President of Eclipse Marketing.
Mobile media, QR Codes and a new concept called “Augmented Reality” are some of the technologies that allow to bridge the off-line with the digital world.
“Technological innovations are bridging these mediums and helping consumers make the right connections every day,” says John Trainor, publisher and general manager of Spanishlanguage daily Hoy Chicago. Trainor adds that he has taken a different approach to mobile activation “by weaving QR codes onto our editorial pages, utilizing the technology as the link between print, web and mobile. We've been able to sell sponsored QR Codes which direct the mobile user to an expanded sponsored content experience. The user can choose to click through to the sponsor's site at any time.”
Eclipse’s Margaret Boller explains that “QR codes and MS tags are currently the most common, and while at first they seemed awkward, people are now comfortable with seeing them everywhere—in print, mail, packaging, product cards in stores, etc.”
The big news according to Boller is that there is a newer technology available now, which takes the interactivity to a whole new level: “Augmented reality is a terrific marriage of print and digital–and video!” In essence, “We are now able to breathe life into the printed word! Images and stories literally come alive! AR technology is much more advanced than today’s QR codes, which link users to a single website, video, or information page. By contrast, augmented reality allows advertisers to feature multiple interactive elements, and gives users the ability to toggle between these elements, while staying connected to the “brand” image that triggered the event.
We are now able to breathe life into the printed word! Images and stories literally come alive!
Plus... there are no ugly black squares—a tasteful little AR icon lets the reader know this is an interactive ad, and they can take off from there!”.
Boller is excited about an AR project her agency has done: “For the Hispanic Heritage Month issue of Nexos Latinos® magazine, we’ve launched our own AR app. This Fall, in addition to the compelling bilingual articles on entertainment, lifestyle, and technology that Nexos Latinos fans love, our readers will be able to experience a link between the physical and virtual worlds via their mobile device or tablet! This new technology will bring the pages of the magazine to life and connect our readers even more deeply with the things they are passionate about.”
“As a result of this AR implementation, Eclipse will be able to measure click-through rates, and learn which links its readers enjoy watching. Research provided by our software technology developer, Aurasma, indicates that this technology has the capability of significantly increasing click-through rates (CTRs) by engaging the reader. CTRs of 10%-14% are not uncommon, and some advertisers have seen as high as 61.5% at events! It’s still early in the game... but we are confident that augmented reality will catch on and prove to be a very powerful marketing tool.”