viewa LAUNCHES ACROSS ACP ALL TITLES
All ACP Magazines titles will carry viewa – ACP's new augmented reality application for smartphones and tablets – in editorial and advertising pages by early October, the company announced today.
Exclusive to ACP and its clients, viewa offers a live and direct digital experience straight from the page that is superior to any other 'hover' technology currently in-market.
After downloading the free viewa app one time only, readers just need to open it, choose their magazine channel and hold their smartphone or tablet over an image for immediate delivery of digital content.
Unlike QR codes, viewa does not require watermarks or barcodes to activate content: viewa recognises existing imagery.
It also allows for simultaneous executions from a single trigger image. For example, readers can watch a behind-the -scenes video of the Cleo swimwear shoot and then purchase the product directly from the same single page.
Videos can play directly off the page; images can appear in 3D; users can save content such as recipes, travel guides or mobile vouchers to their device; they can enjoy audio, play games, take part in a reader poll, enter competitions while on-the-go or interface directly with Facebook, Twitter, Tumblr and email.
There is also shop-direct functionality: so long as the advertiser's e-commerce site is mobile-optimised readers can buy directly from the page, with no need to display multiple URLs for the featured product.
The viewa roll-out began in June on select ACP titles and will be in place across all magazines by October. Magazines currently featuring viewa include NW, Grazia, Dolly, Cosmopolitan, Cleo and Zoo.
Advertisers including Unilever, Revlon, Toyota, and Paramount Pictures are already using viewa in their campaigns.
ACP Magazines Publishing Director Gerry Reynolds said: "In the past we have had QR codes, watermarking and basic image recognition which have been clunky, delayed and accessed limited content.
"viewa removes friction between the printed page and digital action with a live and direct connection to rich, layered multi-media content. It offers a great user experience, quickly and easily bringing pages to life in a magical and relevant way.
"viewa will increase our magazines' value proposition to consumers and advertisers. It will play an important part in keeping loyal readers excited about what their favourite magazines offer and will attract lapsed and new readers keen to experience this seamless and powerful combination of print and digital content.
"ACP titles are communicating viewa through creative, surprising and engaging editorial content which is unique to their brands and adds to the reader's enjoyment."
ACP Magazines Head of Communications Strategy Marne Schwartz said: “viewa was designed to leverage the relationships readers already have with our brands, allowing for a deeper engagement in a meaningful context.
“Magazines are now connected vehicles offering experiences that extend into readers’ social networks and other digital spaces.”
ACP Magazines Director of Sales Louise Barrett added: "viewa both enhances reader engagement with their magazines and also takes advertisers' messages far beyond the page. For example, the Katy Perry insertion in Dolly gave readers the opportunity to watch and listen to a preview of Katie’s new 3D movie from Paramount, Part of Me, with over 3,500 readers watching the video the first day the magazine went on sale.
“viewa enables advertisers to use any additional digital assets – whether their own or those ACP creates for them – to drive deeper consumer connections and direct sales opportunities.”
In addition to in-magazine editorial and advertising promotions, ACP will be extensively promoting viewa with dedicated consumer and trade marketing campaigns including television commercials, magazine advertisements, outdoor, newsagency channels and in-program content across selected Channel Nine properties.
viewa: quick facts
• Developed by ACP Magazines in partnership with Mocom and Visual Jazz Isobar
• Exclusive to ACP Magazines' titles and advertising clients
• A superior user experience: free and simple to download and use
• Compatible with iOS and Android smartphones and tablets
• Recognises existing imagery: unlike QR codes, no need for watermarks or barcodes to scan
• Connects print instantly to enhanced web and multimedia functions such as videos, soundtracks, slideshows, 3D effects, competition entries and user polls/feedback
• Integrates seamlessly with email and social media platforms (no need to access via website URL)
• Works even if the page or camera moves, so long as the image remains in the device display