Print to Mobile: How Publishers are Building the Best

2D Barcode CampaignsAdam Schneider- BDM

Hillary Tisman-Atria Books

Microsoft Tag: Momentum

Magazine Publishing Highlights+ Conde Nast has the dual distinction of being our first million scan publisher AND first

million scan publication- ALLURE + Meredith became the first publisher to standardize all of its 2D campaigns around Tag+ Multiple Tags are running in 8 out of 10 - top 100 US magazines+ In ‘09 and ‘10 we had 1 issue drive over 100,000 scans. In the last quarter alone, we’ve

had 5…with 2 more on the way+ Secondary metrics are fast forming the basis of an ROI analysis+ Publishing continues to be a highly successful and crucial vertical

Innovation is Key!

A Complete System

Tags can point to:+ Standard/Mobi web content+ Mobile landing pages+ Video+ App downloads+ Display text+ Social Media and more…

+ Online service to create and manage Tags

+ API allows bulk Tag creationand management

Downloaded for free at Gettag.mobi

The Tag app is available for all of the top mobile platforms, including iOS, Android, Windows Mobile and Blackberry

Visibility into most effective uses to enhance planning

Customized Tags

Standard Color Tag

Black & White Tag

Microsoft Tag, QR …and the others

“Custom” QR Code Microsoft Tag

+ Customized to virtually any design, brand, look & feel

Allure+ Tag-based editorial promotion

“Free Stuff is a Snap Contest”- August 2011

+ Built on the same architecture as last year’s success: 444,000 scans

New All-time scan record holder: 576,000

Best Practices Tip:Offer content with universal appeal

Shape Magazine: 30th Anniversary Issue+ 30 Tags in edit and ads with contest that crosses both + The more you scan, the more you win+ Result: 400,000 registrations or 66% of total activity

This Old House: The Great TOH Giveaway

+ 28 advertising tags driving to win prizes valued at over $178,000

+ Check to win prizes of interest-Paint cans to power tools

+ Total Scans: 234,000+ Total Tag Entries: 156,700+ % of total: 23%

Meredith’s: Recipe.com+ Fall 2011: Largest activation to date - 90 Tags

App ContentHyper-Local Option

Full Recipe Library

Mobile Banner to Monetize

Martha Stewart Weddings+ 17 tags appear on

advertisements

+ List of all sponsors featuring tags w/ page # increases probability of use.

+ Clear instruction on how to download and use reader

+ Cohesive sweeps “remembers” a user ’s device for quick multiple entries

+ Repetition draws the reader through the whole issue

BEST PRACTICE TIP:More Tags = More Scans

Martha Stewart Weddings: 17 Ad Tags- 1 Contest

+ Uses Device ID to allow for a single sign-up+ The more you scan the more chances you have to win

Best Practice Tip-Unique ID: Fewer steps = More value to reader

Martha Stewart Weddings

+ After the initial form submission, the data is “remembered,” and all tags lead directly to branded Thank You pages

Woman’s Day: Submission leads to customized thank you page

Woman’s Day: Sweeps Tags lead to Variable Outcomes

Best Practice Tip: If you build it…they will scan

Entertainment Weekly: 2010 Activation

+ Scan to view preview hosted on YouTube+ No visibility or secondary experience

Entertainment Weekly: 2011 Activation

Response Data: Last 3 Tag campaigns: 240,000 Scans

+ Central page provides instructions for scanning

+ Tagging film reviews progresses to video previews

+ Each film has a custom landing page with sharing

+ Link returns you to EW mobile and allows you to subscribe

Sports Illustrated: Swimsuit 2011

Sponsored Landing page to video gallery and

voting page

Watch more videos or view current results Sharing Page: to FB,

Twitter or Email

Best Practice Tip???

SDK: Customized Companion Apps- Lucky Shopper

Lucky built their own app using our SDK- allowing users to DL a single branded app that scans multiple formats

Tags in Newspapers

Using the newApp-Tag Feature

New Use Case: Scan to Buy

Publishers ARE doing the best 2D…How?+ Consistently applying industry best practices

– More is better

– Clear instructions on DL, how to use Tag and above all, THE PAYOFF

+ NO “NAKED” CODES ALLOWED!

– Always tying the payoff to content that readers value- SI Swimsuit, EW Video, WD Contests

+ Tagging editorial and ad content for a truly integrated experience

+ Using customized Tags to speed reader and advertiser adoption

+ ALWAYS optimizing for mobile and placing a premium on UX

– Takes campaign beyond the scan and into peripheral data points that matter most= ROI!

+ …and of course, they’re using the FREE Microsoft Tag solution!

Simon & Schuster: A Sample of the Many Books Using Tag

Simon and Schuster: Tags Used on Jackets, Covers and Ads Full Black+ Tags on book jacket, print ads and outdoor

ads.

Michael Vey The Prisoner of Cell 25+ First audio book using Tag.+ Tag resolves to an excerpt from

the book.

The Timeless Swing+ Tags used in book to

enhance instructional content.

Case Study: Full Black digital campaign+ Tags integrated on the book jacket

and throughout advertising

+ Tags in ads allowed consumers to read excepts (“Try before you buy”) and in jackets allowed for supplemental video

Presented 11/14

Simon and Schuster: Case Studies in Advertising

+ Content can be targeted by campaign segment

+ Tags allow for conversion trackability and for enhanced content

Presented 11/14

Simon and Schuster: Case Studies in Promotional Materials

Simon and Schuster: Audio Books

Home page holds audio excerpt

Resolves to audio player

Simon and Schuster: Atria uses Tags to Enhance Book Content True Spirit

+ Reading experience is enhanced through the use of tags linking to author videos

http://www.youtube.com/watch?v=iwIuERJ7SV8&feature=related

Print to Mobile: How Publishers are Building the Best

2D Barcode CampaignsAdam Schneider- BDMHillary Tisman-Atria Books

THANK YOU!