Super tags to change face of print advertising
Though print advertising may have taken a financial hit since digital publishing started taking over, a London technology start-up, Tamoco, may have changed all of that by combining print and digital in a unique and lucrative way.
Friday, 06 Feb 2015 13:00 GMT
Spiegel Wissen has become the first magazine to ever use near-field communication tags in print advertising in an ad for BMW
, a quarterly sister magazine to the internationally-known newspaper,
Der Spiegel, has become the first magazine in the world to utilise near-field communication tags in an advertising campaign for BMW.
Tamoco placed small chips inside the magazine that can track and analyse readers’ responses using its cloud-based software platform.
The BMW advert, which appears in the latest
Spiegel Wissen, encourages readers to tap the advert with a smartphone, which instantly downloads the BMW i app and takes them to the most relevant content.
It’s a two-pronged route of simplifying the way customers engage with a brand but also ensuring that you’re enhancing their experience in a relevant way”
The benefit of this proximity technology, of course, is that advertisers can now collect real-time data from printed material and build up insight into their customers, in a way that static print advertising could never do before.
Maximilian Birner, Tamoco’s founder and chief executive, says: “It’s a two-pronged route of simplifying the way customers engage with a brand but also ensuring that you’re enhancing their experience in a relevant way. The moment you offer people content of no value, they switch off.”
Norbert Facklam, managing director of Spiegel QC, comments: “This new technology is a fantastic example of successful media convergence—the world of print is being connected to the online world through a remote device.”
