Bauer Media launches interactive mobile advertising tool

Bauer Media is launching an interactive advertising tool in partnership
with technology company SnapNow.

Kerrang! Magazine willbe the first magazine to use the SnapNow
technology in an advert for Play.com later this week.

The technology will allo…

Bauer Media is launching an interactive advertising tool in partnership with technology company SnapNow.

Kerrang! Magazine willbe the first magazine to use the SnapNow technology in an advert for Play.com later this week.

The technology will allow consumers to use a WAP-enabled camera phone to take a photo of an advert on a page, screen or poster site, and send it to an MMS short code or e-mail address.

The ads remove the need for quick-response codes to be embedded in artwork, so advertisers do not need to compromise visual imagery.

Bauer Media says that it is the only UK media company able to offer the service to magazine advertisers.

The technology can also work through videos, TVprogrammes and poster sites.

Bauer Media says features such as vouchers, the ability to request a brochure andthe opportunity to make direct purchases without the need for a PC or laptop means consumers can access and purchase “on the move”.

SnapNow head of sales Tony Keaveny, says the companies will be working on “innovative” campaigns, which “link the physical and online worlds through mobile”.

SnapNow – founded in 2001 – is a mobile visual search company that uses image recognition technology.

The technology allows any consumer with a camera phone to capture an advertising image and receive a response that is linked with a relevant web page.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here