Transform every printed ad into a digital one
The problem: the only way for old-fashioned printed ads to attract customers to a web site is to give a URL or an ugly and not-working QR Code.
Not such a problem for big luxury brands, but a big one for new services or online merchants. And magazines would love to get these advertisers to buy ads in their magazine.
The solution: a simple ads-recognition technology, that let people “click” on a printed ad with their smartphone. Like a Shazam for ads. It drives traffic to the site, and can give information about the potential customers and readers.
What is their market: brands are probably eager for a tool driving more traffic to their site. Especially big brands, that can catch the attention of a potential customer, then show their whole product line in a controlled environnement on their own site. Having the technology to do this is a way to enter the probably big market of “printed ads going online”.
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And the more simple and obvious the solution is, the more it will be efficient.
Meaning the newspaper or the brand has to explain how it works.
Meaning your readers must download the app, then use it on an ad.
Meaning no one will use it more than once, for fun (at best).
U.S.E.’s take on it
The first idea is good: driving online traffic from offline contents. But it looks like it’s too late and not effective enough to have a chance to be successful.
As the New York Times announced they have now more subscribers online than offline, proposing a technology to make ads in digital editions more interactive (and note just a copy of a printed ad) would probably have more potential.
Finally, the business is not easily scalable, which is another constraint to its further development.
- No way this will work
Not betting on it, but the start is interesting Need a bit fixing, but the path is clearly good Where do we sign to invest ?