Ad collecting and earn something in return?
Rating: Is the taking of pics of adverts on your mobile phone the modern equivalent of stamp collecting??
They Say: Rolling Stone and Men’s Health magazines are hoping that they can engage you to spend money on your mobile bill in exchange for product information or an offer from an advertiser reports The New York Times.
“In Rolling Stone’s current issue, five advertisers are running these offers. They include a motorcycle ring tone for Allstate’s motorcycle-insurance program and a video preview of The Discovery Channel’s new season of “Man vs. Wild.” Men’s Health is going even further, saying each full-page advertisement in its July-August issue will have the added feature.”
The company providing the technology for both campaigns are SnapTell based in Palo Alto, Calif. The software has the ability to differentiate one icon to another. Once the end user take a picture with their mobile device and then send to a certain number (using MMS I presume??) the software analyses the icon and texts back the appropriate offer.
The magazines see it as away to engage their readers and make print products interactive. “We’ve got a product made of paper and ink sent out every two weeks,” said Ray Chelstowski, the publisher of Rolling Stone. “We’re always in the market to find other ways that we can work with our advertisers in providing empirical data in showing how readers engage and interact with our ads.”
SnapTell have made the deal sweater by only charging the magazines publisher Rodale a small promotional cost and the publisher isn’t charging the advertisers anymore…win win solution?
We say: Well its a win win solution for the business end of the deal but for the consumer? I guess it depends on what they get in return. If any of the advertisers would like to comment on the offers they give back we at GoMo would love to hear their offerings. I like the technology, I just don’t see a business plan unless the take up is huge and the advertisers can offer a true incentive.
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