Print Magazine To Publish Interactive Ads
ADOTAS – Has the death of print been greatly exaggerated? Men’s Health, the world’s largest men’s lifestyle magazine, is going interactive – and it’ll be interesting to see if this signals a big shift in the way print communicates with its readership and/or possibly offering a way to resuscitate the industry’s ad model as a whole.
The mag has partnered with SnapTell, an image recognition-based mobile marketing solutions provider, to create the first interactive advertising magazine in the States. Men’s Health’s July/August issue will feature “live” ads for readers to receive real-time info from advertisers.
Readers can use SnapTell’s Snap.Send.Get mobile marketing technology to take a photo of any ad in the magazine with their phone to send to SnapTell, at which point a promo will instantly bounce back to their phone. Interactive marketers will be able to send brand messages, sales incentives, sweepstakes info and links to Web sites – for free. The technology is compatible with all cell phones and does not require special software.
“The partnership provides a benefit to both consumers and marketers—it’s a unique opportunity for our advertisers to have an immediate, direct conversation with our readers,” said Jack Essig, VP/Publisher of Men’s Health, “and for consumers to realize a more interactive experience with our brand. We want to show agility in the digital space and true accountability for our clients.”
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