Publishing and the Mobile Connection

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Presentation to Asian Publishing Convention on connection between mobile and print publishing. Bangkok July 2011.

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Publishing and the Mobile Connection

  1. 2. Mobile Tags The direct connection between print stories & ads to mobile phones [email_address]
  2. 3. Nike . Napa Valley Vintners . PeaceHealth . Caesars Las Vegas Coca-Cola . LegalZoom . Providence Health & Services . PBS Sunriver Resort . Nabisco . Dr. Martens . Montana Lottery . HP Northwest Airlines . Adidas . Johnson & Johnson . Idaho Power Oregon State University . Old Spaghetti Factory . Grockit Digimarc . OHSU . General Mills . AOL . Microsoft . Chevrolet Edge Wireless . Columbia Sportswear . Suzuki . Qualcomm Sara Lee . Seaswirl Boats . University California Santa Barbara Boise . Fred Meyer . Morrow . UN . Make-A-Wish . WU
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  5. 6. 1 Billion Smart Phones in use globally 200 Million mobile YouTube views occur every day 50% of all local searches are from a mobile 2014 is the year that mobile internet usage will overtake desktop internet usage
  6. 7. “ Guardian now says digital – not print – now its priority”
  7. 8. A DIGITAL / MOBILE STRATEGY <ul><li>24/7 connection. </li></ul><ul><li>More information. </li></ul><ul><li>Deeper reader relationship. </li></ul><ul><li>Happier advertisers. </li></ul>
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  12. 13. TYPES OF TAGS WE USE QR MICROSOFT TAG INVISIBLE WATERMARKS There are several types of tags we can incorporate into your packaging. Which one depends on your audience, strategy and the ‘pay-off’. <ul><li>Big Brand </li></ul><ul><li>Customizable </li></ul><ul><li>Adaptable </li></ul><ul><li>Great Tracking </li></ul><ul><li>BUT </li></ul><ul><li>Not as common as QR (but this is changing) </li></ul><ul><li>Wider Adoption </li></ul><ul><li>Global Audience </li></ul><ul><li>Open Source </li></ul><ul><li>BUT </li></ul><ul><li>A bit ugly </li></ul><ul><li>Code is integrated into artwork or text </li></ul><ul><li>Customizable </li></ul><ul><li>Create a branded scanning app </li></ul><ul><li>BUT </li></ul><ul><li>New tech=early adopters </li></ul><ul><li>Need to educate consumers </li></ul>
  13. 14. <ul><li>The continued growth of mobile tagging has opened a new channel to the consumer </li></ul><ul><li>The use of mobile devices everywhere. “Always with me” mindset. </li></ul>WHY NOW?
  14. 15. TAGS TRIGGER… 1:1 Connection 1:MANY (social) <ul><li>More / Fresh </li></ul><ul><li>Inspiration </li></ul><ul><li>Connection </li></ul><ul><li>Education </li></ul><ul><li>Video </li></ul><ul><li>Entertainment </li></ul><ul><li>Promotion </li></ul><ul><li>Feedback </li></ul><ul><li>Rewards </li></ul><ul><li>Word-of-mouth </li></ul><ul><li>Social Channels </li></ul><ul><li>Content Sharing </li></ul><ul><li>Promotion Sharing </li></ul><ul><li>Community Support </li></ul><ul><li>Galleries </li></ul>
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  16. 17. Microsoft Tag | Examples
  17. 19. Allure | Tag Case Study <ul><li>Allure Magazine utilized Tags to increase engagement with readers for its annual giveaway in partnership with brands </li></ul><ul><li>444,572 scans - believed to be the top 2D barcode campaign to date </li></ul><ul><li>38% more entries than the 2009 giveaway </li></ul><ul><li>Mobile participants 2.5x as active as other contestants </li></ul><ul><li>34% of mobile entrants opted to receive email updates and Allure information </li></ul>
  18. 21. NEXT: INVISIBLE WATERMARKS
  19. 22. INVISIBLE WATERMARKS: DIGIMARC
  20. 23. Barcode Trigger Image Trigger “ The winner of the Thailand election is XXXXXX .”
  21. 24. PRINT AS MOBILE CURSER
  22. 25. A RICHER EXPERIENCE
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  24. 27. ENTERTAING VIDEO: HOW TO
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  26. 29. STRATEGY
  27. 30. REMEMBER: THE STRATEGY <ul><li>Its about engagement & the mobile experience. </li></ul><ul><li>Don ’t forget the creative idea. </li></ul><ul><li>Simple wins. HTML5… </li></ul><ul><li>Make the benefit clear & valuable. </li></ul><ul><li>Deliver something exclusive & special. </li></ul><ul><li>Remember emotion. </li></ul><ul><li>Keep videos short. </li></ul><ul><li>Manage your backend. Refresh. </li></ul>
  28. 31. contact: Peter Levitan m: 1.541.419.2309 [email_address]

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