Instant access to audio, video, news updates, and action alerts offers readers an array of sensory experiences — and offers publishers an expanded selection of revenue- generating opportunities.
To demonstrate how all this works, E&P partnered with Digimarc and Newspaper Next LLC, two companies specializing in transforming print content into interactive experiences. The January issue of E&P includes two feature stories that utilize the “techno magic” you can experience firsthand. “High-Voltage Marketing” (p. 34) and “The Tablet Market” (p. 40) contain invisible watermarks than can be activated with the Digimarc Discover app (available on the Android market and the Apple app store).
Once the app is launched, point your smartphone camera about 4 to 6 inches from the lead image and detection should be instant. The invisible watermark acts like a QR code, without looking like one. Once activated, the Digimarc app will “read” the stories via audio produced by Newspaper Next LLC.
Convenient and available 24/7, audio offers readers flexibility while giving publishers a brand new revenue stream. But, audio is only one element of the digital offerings available. Video, photo galleries, games, and online purchases can also be directly accessed through the app —providing forward-thinking marketers more opportunities to sell their products and services.
By utilizing new technology, newspapers will be able to extend the reach of their print content to a larger and more diverse audience, offering greater engagement to readers and more opportunity for advertisers. According to eMarketer, by 2015 there will be 148.6 million smartphone users in the U.S., up from 90.1 million in 2011. These users will represent 58 percent of mobile phone users in 2015, up from 38 percent in 2011.
These statistics resonate well with advertisers, as more smartphones equals more online sales. eMarketer estimates mobile commerce sales will reach $11.6 billion in 2012, a 73.1 percent increase over 2011. The market research firm also forecasts that 37.5 million U.S. consumers ages 14 or older will make at least one purchase on their mobile phone next year, up from 26.8 million in 2011. The vast majority of that group will be smartphone owners, at 97 percent in 2012.
With Internet connectivity available almost anywhere on Earth and smartphones in the palms of millions, newspapers that are prepared to meet consumer expectations and understand how to deliver the best possible experience and offer a full range of digital ad choices to advertisers will be the most successful.