With the increasing rise of advertising channels, marketers have to carefully consider where and how to promote their products or services. Another challenge is the distraction triggered by permanent media consumption. But the clever combination of different channels is able to turn this into an advantage. The following overview presents two ways of making print advertisements to interactive experiences and gathered some examples illustrating how to engage readers.
Turning Printed Advertisements into Mobile Shopping Carts
Translating Images Into Sales With Porter
Net-a-Porter combined their client’s favourite way of finding content with their favourite medium of buying content. According to a customer survey, the fashion online retailer found out that 80 percent of their clients preferred to find fashion inspiration via print fashion magazines. Therefore they reinvented their magazine PORTER by allowing readers to directly shop from the pages. This is possible thanks to an app enabling them to hover a mobile device over the products displayed in the issue. Then, an icon with a shop function will appear providing information on brand and price. And this concept pays off: In 2015, items were scanned 85,000 times, representing an interaction rate of approximately 78 percent! More on this in our blog article.
Online Purchases Made Easy With G-Live
The idea Condé Nast Digital Spain, the publishing house behind the magazine, had in mind when developing the app, was quite similar. In order to provide Glamour readers with new functionalities, the G-Live app converts print advertisements into interactive shopping experiences thanks to an image recognition technology. This technology is integrated into the app and leads readers to videos or online product pages. As a result, they can instantly purchase the items they fell in love with just after scanning them with the G-Live app.
Printed Advertisements Bring Real and Virtual Life Together
Another way of putting printed advertisements to a new level are the versatile opportunities virtual reality tools offer. See how Vespa and Nivea used augmented reality technologies to bring static print content to life.
Creating a Customized Vespa with Augmented Reality
The popular Italian scooter company caught their potential customers by letting them personalize their very own Vespa instead of just looking at a printed advertisement. Through an app, the reader can scan the advertisement on any mobile device and gets to know the full variety of options available when designing their custom scooter. Thanks to GPS capabilities, the app is even able to direct them to the nearest Vespa location afterwards. Additionally, social media integration allows them to share their design with friends on Facebook and Twitter
Old but Gold: Tracking Kids With Nivea
In order to let parents better keep an eye on their kids on a crowded beach, the cosmetics brand Nivea published printed advertisements containing a wristband with a built-in locator. After attaching this bracelet around the child’s wrist and downloading an app called “Nivea Protégé”, parents can set the distance that they consider safe. If their child wanders outside this zone, the app sends a notification showing where the child is relative to the parents. More on this in our blog article.
What do you think: How can interactive solutions in advertising help improving the customer journey and generating sales?