According to Craig Smith, MD of FCM, the current media landscape in South Africa is taking a beating, as publications are regularly closing due to lack of advertising support and advertisers are calling for better measurement on the return on their investment. "Surely, the market needs something that enhances the reader experience, embraces the needs of the consumer and is measurable in the true sense of the word.
FCM, as a traditional media house and part of the Aegis Media group, has a solution to improving the industry - augmented reality. Aegis Media has developed this technology, which is cloud based.
The technology behind AR will allow the print sector to take the client beyond print to an interactive engagement with the brand, which is measurable and the company is able to track the results of that interaction on behalf of its client. For the consumer it takes print into an interactive and animated environment, extending the interaction with the brand.
Key to the success of AR, especially in the print environment, is print media extending that offering and promoting it within the publication. Firstly, through a process of educating the publisher and then the reader, as to how the technology works, then taking them through the process of how to download it and how to use it.
Once readers start using the technology, they are transported into an interactive world with the brand that they can share on social media platforms, interactive screen engagement, watch videos and gamification that are specific to the brand they are interacting with.
"We have to remember that we have a massive mobile audience with an uptake of technology enabled through our smart phones through either android or iPhone. This is where consumers are interacting and engaging with brands, so combining traditional media with technology is the next logical step. The company's role as leading media strategists is to first educate the market and then show them how their brands can benefit from it by being able to give them true measurement figures and what the ROI on their investment is.
"Adapting to new technology is a process and we need to acknowledge that change is difficult and does not happen overnight. The education process is vital and having a strategic partner like the Sunday Times and two brands such as Toshiba and Altech Autopage on board in the launch phase of AR is testament to their willingness to adopt new technology and be part of the market education process that will ultimately benefit the entire industry."
The company has launched with teaser adverts in the Sunday Times and will follow this up with brand adverts by Toshiba and Altech Autopage.
The Viewa application can be downloaded from the Google Play or Apple App store; users need only scan over the advert and begin their AR experience. An AR campaign may take users to video content, touch screen interactions, social media platforms, branded content, music or e-commerce.
Listen to Smith discuss the launch of AR into market on Bizradio.co.za.
