From Print Ads to the Web

Interaction between mobile telephony, barcodes, cameras and software permits "traveling" from print media to the web.

Tuesday, August 11, 2009

On its Friday edition, the print versions of Wall Street Journal had advertising from BMO Capital Markets. In the lower left part of the ad there was a barcode.

Those readers with a camera-enabled mobile phone and the right software, could aim it to the barcode, take the picture and directly access BMO Capital Markets, where they would get more information.

The required software is a free application by Scanlife.com.

"We are aware that this technology enables a print ad to enjoy the interactivity of an online ad", said Kevin Windorf, Marketing Director at BMO Capital Markets.

Brands like Citysearch, Nike, Burn Magazine and Citroen have used barcodes in print advertising, but BMO is the first U.S. investment bank to apply this technology.

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