NEW YORK CITY and MADRID, August 14, 2014 /PRNewswire/ --
ELLE Magazine Spain campaign powered by 360 Brand Experience interactive image recognition technology results in four times higher engagement
TAPTAP Networks (http://www.taptapnetworks.com/en), a leading independent mobile advertising network, today introduced the 360 Brand Experience, a mobile interactive image recognition technology exclusively for print publications. Implemented first in ELLE, the world's bestselling fashion magazine, the 360 Brand Experience makes use of "tagged" content that allows readers to scan magazine pages with their smartphone to access additional content, articles and information, effortlessly connecting the physical and digital worlds. A video that demonstrates how it works can be viewed here.
The recent ELLE Magazine Spain campaign utilized TAPTAP Network's 360 Brand Experience mobile interactive technology, and resulted in an engagement rate four times that of typical mobile campaigns. Additionally, each user stayed on a single magazine page for an average time of 264 seconds per visit - or nearly four and half minutes.
"The new functionality provided by TAPTAP Network's 360 Brand Experience application allows readers of ELLE to access a broader array of content related to the magazine via their mobile devices, bringing focus to those print pages and allowing readers to enjoy content, such as the making of our fashions and behind the scenes videos," said Benedetaa Poletti, Director of Elle Magazine, Spain. "In short, the application takes the ELLE experience to a new dimension."
How it works
TAPTAP Network's 360 Brand Experience image recognition technology is embedded within the publisher's own application, streamlining and maintaining all content within that single branded application without the need for third-party technology. Readers are able to access additional content by simply snapping a picture of the print page with their smartphone wherever a "tag" is placed. The "tag" links the user directly to branded digital content such as
text, images, web pages, video and multi-media. The addition of image recognition provides an enhanced reader experience far beyond that of traditional publications.
Digital - including mobile, online advertising, social media buys, and corporate websites - continues to be an increased priority for marketers, as consumers continue to turn to the Web and, more specifically, access the Web via mobile devices. According to the Forrester report, How to Build Your Brand with Branded Content, "Brand-led advertising online and offline has lost its allure. Today's consumers decide where, when, and how they want to engage with brands."
"360 Brand Experience is a premier example of mobile devices and print media coming together to create a comprehensive and seamless consumer experience," said Alvaro del Castillo, CEO and founder of TAPTAP Networks. "Traditional and digital media are no longer separate entities, and smartphones should be used to facilitate the most complete consumer experience whenever possible."
TAPTAP Networks is the largest independent mobile advertising network in Spain and the first premium network at in the market. Founded in 2010 and with offices in Madrid, New York and Bogota, TAPTAP has a team of almost 50 professionals whose main goal is to maximize user engagement and to monetize its partners' content. Our knowledge in the sector allows us to identify the market requirements in order to develop innovative products and services to create a richer and more valuable mobile advertising.
ELLE is the bestselling fashion magazine in the world. In Spain, ELLE has 731,000 readers (Source: 2nd EGM AM '14) and 146,830 copies sold each month (Source: OJD Jan.-Dec.'13). The portal http://www.elle.es has 1,811,140 Unique Visitors and 31,607,366 Page Views (Source: ComScore Multiplatform June 2014). Additionally, readers can also enjoy the digital edition of ELLE for iPad with the same content as the print edition and the benefits of the digital format. For smartphone users, the free ELLE app is also available. ELLE magazine belongs to Hearst Group.
SOURCE TAPTAP Networks