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Crossmedia

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.

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Spiegel Wissen has become the first magazine to ever use near-field communication tags in print advertising in an ad for BMW

Spiegel Wissen, 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.”
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