Mobile advertising solutions company TELiBrahma has tied up with Magna Publishing’s Bollywood film magazine Stardust to integrate its augmented reality platform POINT to Stardust’s March 2013 print issue, to deliver additional content related to featured models.
The company says that Stardust users can download TELiBrahma’s PointART app to scan the cover page and receive exclusive stories, videos and uncensored wallpapers of the featured models. Apart from that, users can also rate the hotness quotient of the model and subscribe to the magazine from the app.
TELiBrahma had launched its augmented reality platform POINT in January 2013 and re-branded its augmented reality app to PointART from its previous avatar as IntARact. The company had informed that the platform allows brands to deliver interactive content to their users on mobile phones, by allowing users to capture still images and videos in the physical world. PointART was available for download on smartphone platforms like Android, iOS, BlackBerry, Symbian and Windows Phone.
Filmfare Alive App Integration: Interestingly, we also noticed that the The Times Group* seems to have introduced a similar feature to its Bollywood magazine Filmfare, through the recently launched Times Alive app. While the company has not made any official announcement yet, we noticed Alive logo on the cover of Filmfare’s recent print issue.
The app allows readers to interact with print issue, and scan images with Alive Logo to access rich media content, such as videos, photos, and polls on their phones. The app is currently available on iOS, Android, Symbian, BlackBerry and Windows Phone.
Interactive Content in media: Increasingly, companies are looking to use digital medium for advertisements for their ability to offer interactive ads, but we’re not sure if consumers will use this for advertising.
From a publisher perspective, these apps can be used to drive more consumption of content, and the same app can also be used to deliver interactive advertising. This gives magazines an additional means of monetizing their content, and we’ve seen other media companies do this in the past:
– In January 2013, Star TV had tied up with Buzz, a mobile engagement- platform from TELiBrahma, that will enable Star TV to provide 30-60 sec clips of their channels which include Star TV, Star World, Star Movies, Star Gold, Channel V, among others.
– In January 2013, HT Media had launched the ARPLus app for the readers of Hindi newspaper “Hindustan” that allows readers of the newspaper to interact with a print medium, for access to rich media content. The app is available for download on Android and iOS platform.
– In January 2013, Airtel had partnered with Shazam for its long running “Har Ek Friend Zaroori Hota Hain” (every single friend is important/necessary) campaign. Users could Shazam the Airtel TVC to get three mobile VAS services – “My song my story”, “Mobile Movies”, “Cricket Mobile Magazine”
– In June 2012, Times Home Affairs, the real estate supplement of The Times of India, had partnered with TELiBrahma to include 23 augmented reality print ads in a special real estate feature. TELiBrahma also previously offered a co-branded app with The Times of India (TOI) called Times intARact, until Times Internet launched its own app called Alive in December 2012.
– In April 2012, TELiBrahma had partnered with Times Internet Limited (TIL) to deliver IPL video clips to mobile phones at TELiBrahma’s BluFi partner locations including Cafe Coffee Day, Crosswords, Nirulas, Spencers, Barista, Transit Lounges, Malls and select Railway stations.
– In March 2011, Cybermedia had integrated QR Codes to its business computing magazine PCQuest to offer rich media content to their readers. In February 2010, MidDay had also introduced QR codes in its print newspaper to allow reader access rich media content.
*Disclosure: Times Internet is an advertiser with Medianama.