Newspapers should think not only about mobile advertising, but also ways to use mobile phones for micropayments. This is one of the main driving forces for the return on the mobile sector. The introduction of mobile taging (Figure 3.5) is an interactive direction of generating revenues in the mobile segment. Mobile tagging (or digital link
Fig. 3.4. iPhone/Android applications of the KP.RU site
between a 2D barcode and a mobile device) is an actively developing direction in the media industry. Tagling allows users to associate complementary information - product information, coupons, participation in contests, - and content of various formats: video, photos and texts. Mobile tagging involves performing simple simple steps to use the link contained in the square code with a mobile phone - you need to take a picture of the barcode and then go to the mobile site for more information. Thus, you can encode a variety of data, but in most cases, users directly go to the appropriate site after decoding the barcode.
2D barcodes open new opportunities for advertising and sponsorship for newspaper publishers. For example, if a newspaper publishes an advertisement about the release of a new film, you can insert the corresponding mobile barcode into it. Readers will be able to scan this code and view the trailer for the movie on the mobile phone (or smartphone, tablet). Or, for example, an advertising message about the championship on golf: users can get more detailed information about players, games, schedules, etc. with the help of newspaper code, and newspapers - to participate in sponsoring the championship.
Mobile tagging was developed in Japan in 2003 - it is used to transfer marketing information, advertising and editorials to mobile devices.
Fig. 3.5. Mobile tagging
About Jogo - The daily Portuguese newspaper in June 2008 launched a campaign with 2D barcodes during Eurocup games. These codes could be found in all sections of the newspaper. Users scanned them to get the latest information in real time; switch to online mode, download multimedia images, photos of goals scored and special short clips from the national qualifying tournament of Portugal; to receive broadcasts of matches in real time; access to interactive services, through which readers could leave their messages for the players; receive content for mobile phones.
The results of this campaign were very impressive. About half of the readers of the newspaper downloaded the application and regularly scanned the codes.
In October 2008, one of the largest Swedish newspapers, Aftonbladet - launched a strategic plan for using mobile taging in editorial articles and advertising published in this evening paper. Before introducing a novelty
Aftonbladet published a special application devoted to the tagging, then began to print tags in articles and advertisements so that readers could click on links to more detailed information on the mobile site, including detailed instructions on how to use mobile tags and how to download the necessary software to mobile devices. Users could read the editor's article about what mobile tagging can be useful in Sweden.
Mobile tags were used in editorial articles to create a link between newspaper articles and the site; the assignment of links to multimedia, including news of Internet TV, clips and audio; providing the most up-to-date information available throughout the day.
As part of the general tagging program, "Aftonbladet conducted a campaign explaining advertisers various ways of using tags in advertisements. In April, Aftonbladet presented its advertisers and readers with five types of tagging. 2D barcodes are added to printed advertisements in different categories. These are links to mobile sites that provide more detailed information on the promotional offer; link to the page created by "Aftonbladet" itself; In the event that the advertiser does not have a mobile site. For example, on this page there may be a special offer for discounts at certain times; competitive links in the advertisement, according to which readers can get to the contest page in order to win prizes; advertising small formats in which tags are used to view trailers or advertised samples.
Thus, mobile tags are a great way to connect different channels of information delivery. The transition to multimedia information about the concert can start with reading the article in the newspaper. Having scanned the mobile tag, the user can view a small video from the concert directly on the mobile device. It turns out that acquaintance with the topic begins with a print - and through the mobile leads to the Internet, where you can watch the concert entirely and find other relevant information.
In general, there are many strategies for extracting revenue from mobile opportunities - from advertising to micropayments and barcodes. But as the mobile market develops, newspapers must remember that, as before, the most important factor of success and the basis of business is their content.
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