Last week, the MPA Digital: Technology conference in New York provided some thought-provoking panels and leading-edge ideas for attendees.
One of the more interesting sessions, “How New Technologies Can Build a Bond With Your Audience,” with Lucky magazine Editor in Chief Brandon Holley, Digimarc Executive Vice President Ed Knudson, and This Old House Ventures Editor Scott Omelianuk, highlighted the potential benefits and the major challenges that publishers face when experimenting with new technologies such as digital watermarking and 2D bar codes.
The panel provided a varied perspective. Lucky currently uses Digimarc’s services to create digital watermarks that allow readers to snap a photo of an image with a phone or tablet and then directly link to a purchasing experience. This Old House uses an alternate approach, preferring Microsoft’s Tag technology. Knudson’s perspective as a technology provider also added insight, as he explained how Digimarc helped House Beautiful become the first publication to incorporate the company’s Print-to-Pin capabilities, which allow readers to pin images directly from the magazine to their Pinterest pinboards.
Despite using different technologies—digital watermarking versus 2D bar codes—Holley and Omelianuk echoed similar challenges. “The destination must be amazing,” Holley said, stressing that a watermark or bar code must lead readers to something of value that makes the time they spend on the interaction worth the effort. And while providing great interactive content is part of the equation, educating readers on how to get to the interactive content is also part of the battle. Some readers may understand what to do with a 2D bar code, while others do not, requiring education and consistent cues in each issue.
Here are some other key take-aways from the panel:
Digital Watermarking Versus 2D Bar Codes
- Digital watermarking is arguably more “design-friendly” and esthetically pleasing.
- Multiple digital watermarks can exist on one image.
- 2D bar codes are highly visible and may be more likely to catch a reader’s attention.
- 2D bar codes have been around longer, which means more people know what to do with them.
Best Practices: Using 2D Bar Codes and Digital Watermarks
- Educate users—readers have to understand how to use the technology in order to be able to interact with content.
- Deliver content that’s engaging and optimized for mobile devices.
- Reward readers for taking the time to interact.
- Be consistent—keep providing the technology!
Digital watermarking and 2D bar codes are a hot topic that our readers are anxious to hear more about. Share examples of your best practices and uses here. Are you currently using, or have you considered using, digital watermarking or 2D bar codes in your magazine? What are the obstacles to utilizing them?
Posted by: tfpadmin