{"id":13042,"date":"2013-01-16T11:01:57","date_gmt":"2013-01-16T16:01:57","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=13042"},"modified":"2013-06-04T21:00:55","modified_gmt":"2013-06-05T01:00:55","slug":"advertising-technologies-integrating-off-line-and-digital-media","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/digital-media\/advertising-technologies-integrating-off-line-and-digital-media\/","title":{"rendered":"Advertising-Technologies: Integrating Off-line and Digital Media"},"content":{"rendered":"

\"\"<\/a><\/p>\n

..Integrating Print and Digital Media<\/strong>
\nLet\u2019s 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.<\/p>\n

Mobile media, QR Codes and a new concept called \u201cAugmented Reality\u201d are some of the technologies that allow to bridge the off-line with the digital world.<\/p>\n

\u201cTechnological innovations are bridging these mediums and helping consumers make the right connections every day,\u201d says John Trainor, publisher and general manager of Spanishlanguage\u00a0daily Hoy <\/em>Chicago. Trainor adds that he has taken a different approach to mobile activation \u201cby 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.\u201d<\/p>\n

Eclipse\u2019s Margaret Boller explains that \u201cQR codes and MS tags are currently the most common, and while at first they seemed awkward, people are now comfortable with seeing them everywhere\u2014in print, mail, packaging, product cards in stores, etc.\u201d<\/p>\n

The big news according to Boller is that there is a newer technology available now, which takes the interactivity to a whole new level: \u201cAugmented reality is a terrific marriage of print and digital\u2013and video!\u201d In essence, \u201cWe are now able to breathe life into the printed word! Images and stories literally come alive! AR technology is much more advanced than today\u2019s 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 \u201cbrand\u201d image that triggered the event.<\/p>\n

We are now able to breathe life into the printed word! Images and stories literally come alive!<\/p><\/blockquote>\n

Plus… there are no ugly black squares\u2014a tasteful little AR icon lets the reader know this is an interactive ad, and they can take off from there!\u201d.<\/p>\n

Boller is excited about an AR project her agency has done: \u201cFor the Hispanic Heritage Month issue of Nexos Latinos<\/em>\u00ae magazine, we\u2019ve launched our own AR app. This Fall, in addition\u00a0to the compelling bilingual articles on entertainment, lifestyle, and technology that Nexos Latinos <\/em>fans love, our readers will be able to experience a link between the physical and\u00a0virtual 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.\u201d<\/p>\n

\u201cAs 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\u2019s still early in the game… but we are confident that augmented reality will catch on and prove to be a very powerful marketing tool.\u201d<\/p>\n

Related Articles:<\/h3>\n

Private: Hispanic Mobile Marketing: Where the Rubber hits the Road<\/a>
\nMobile: Changing Local Advertising Forever<\/a>
\nHispanic Mobile Marketing: 6 Things You Need to Know<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

..Integrating Print and Digital Media Let\u2019s 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 \u201cAugmented Reality\u201d […]<\/p>\n","protected":false},"author":2,"featured_media":13072,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[175,256,79,130,4,126,40],"tags":[303,304],"yoast_head":"\nAdvertising-Technologies: Integrating Off-line and Digital Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.portada-online.com\/digital-media\/advertising-technologies-integrating-off-line-and-digital-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertising-Technologies: Integrating Off-line and Digital Media\" \/>\n<meta property=\"og:description\" content=\"..Integrating Print and Digital Media Let\u2019s not forget that Latinos also still read newspapers, magazines and mail, and avidly surf the Internet. 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