FAR FROM HERALDING THE END OF THE PRINTING AND PUBLISHING MARKET, INCREASING DIGITALISATION AND GROWING EXPENDITURE ON ONLINE ADVERTISING ALLOW EXPERTS TO CREATE STIMULATING USER EXPERIENCES ACROSS DIFFERENT CHANNELS. THEY DO SO BY TAKING ADVANTAGE OF NEW TECHNOLOGY TO GET THE BEST FROM DIFFERENT CHANNELS.
Vodafone, when sponsoring McLaren’s team in Formula 1 championship, used QR codes in its press advertising. Readers who scanned the code printed on the driver’s crash helmet were greeted by the driver, whose face appeared on the mobile screen. QR codes were one of the first technologies to join the real and virtual worlds on the printed space. Subsequent years have brought further advances in technology, both stationary and mobile, including augmented reality (AR), NFC, beacons or Google Goggles.
Augmented Reality uses graphic files locked away in print to change reality through our mobile phone. Both IKEA and Marvel have used that technology: IKEA used it to deliver virtual versions of their furniture straight into our homes while Marvel enhanced our reading experience of their comic strips by embedding additional scenes and animated characters visible through a dedicated app.
Contactless and wireless, Near Field Communication allows data to be transmitted between two mobile devices located near each other. NFC tags are also used to embed information. One use of this is to add company business cards to aprinted ad in the form of a small receiver. All the customer needs to do is move his or her mobile closer to the tag to read the message and get the contact data.
Small transmitters of radio signals, beacons can be in constant touch with our mobile devices to provide a steady stream of information. Nivea drew on this technology in a sun cream campaign which provided children’s’ bracelets with built-in transmitters as part of its press advertisement .In this way, the brand protected the young not merely from sunburn.
An interactive print solution that uses image recognition software to connect printed materials to digital content, Clickable Paper™ bridges the gap between the two. By adding up to 6 links to one or more hotspots on any piece of printable material, Clickable Paper™ gives readers with rapid access to rich media (such as websites, video and e-commerce portals) or causes their mobile device to take actions like making a phone call, opening a map or sending an email or tweet.
Google Goggles allow you to a photo and upload it on the app to find out more about the object of your interest, by way of the most popular internet browser. We think you’ll agree that all of these solutions show that the future is now, and print is a big part of it. Which do you think is the most engaging for readers? Let us know in the comments section below?
Solving puzzles you can improve your dexterity and problem solving skills.