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BizReport : Advertising archives : September 29, 2009

Use print ads to drive consumers to digital

Print media could become an unlikely rival to the Internet when it comes to interactive advertising, as new and innovative formats continue to emerge. Here we list just a few ways in which print and online can be merged to create exciting and engaging ad experiences.

by Helen Leggatt

Technology is taking print ads off the page and enhancing both the brand experience and message. Mobile phones and webcams are aiding print advertising, instead of working against it.

Now, consumers can interact with print ads by photographing them with their mobile devices and submitting them via text message in return for promotional items such as coupons or exclusive video clips. Working with mobile marketing company Jagtag, Twentieth Century Fox Home Entertainment has just launched such a campaign to mark the release of the film X-Men Origins: Wolverine.

Another version, using tagging technology from Microsoft, is about to be used by Ford to sell the new Taurus Sho. Smartphone users scan the tags and embedded codes link the user to a microsite.

Perhaps most exciting are the emerging possibilities that ARvertising brings. ARvertising combines real-world and computer-generated data to bring print ads to life, immersing viewers in the ad experience for far longer than conventional ads. Check out the creativity of campaigns run by ABC and Proctor & Gamble.

The possibilities of interactive print advertising and ARvertising are endless and limited only by a designer's creativity. It's also a potential lifeline for print publishers who have been losing out to online publications.

Tags: ARvertising, brand experience, interactive advertising, Microsoft Tags, online advertising, print advertising

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  • Even conventional print advertising drives traffic online as long as the ad includes a clear call to action and URL. But these new ways of interacting with print are great ideas, and make the medium very exciting. Recently the video ad from CBS and Pepsi garnered a lot of attention.



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