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.



More on this topic

Print and Online Advertising: Trends Crossing

November 2010

A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.

Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.

Advertising: From 3 Meters to 30 Centimeters

October 2010

People are migrating from television to the digital media, where they interact.

Advertising is changing rapidly, to respond to rapid changes in public behavior, which is increasingly spending more time in front of computers, connected to the Internet, at the expense of time devoted to traditional media like television and especially printed media.

Understanding Online Advertising

March 2010

A new web site helps understand what is advertising targeted to user interests, and how to protect privacy online.

IAB Spain, a representative of the Internet Advertising Industry, launched a website on Internet privacy, which aims to help the user protect its privacy and inform on how targeted advertising and cookies work.

Online Advertising Takes the Place of Print Advertising

February 2010

The fall in newspaper advertising revenue equals the increase in internet advertising.

Theslogan Magazine remarked how advertising spending has recovered in the United Kingdom, as the economic and financial crisis comes to an end. However, only Internet and movie theathers registered more spending in 2009 than in 2008.

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