It's not just about the technology… it's the mobile experience that really matters.
The Digimarc® Discover platform gives you the tools to offer consumers of your print media with fun and exciting interactive experiences via their smartphones. Reading a printed magazine or listening to a commercial no longer needs to be one-dimensional or static experience. Digitally watermarked content puts consumers in the driver's seat; they’re able to pursue whatever grabs their interest and experience it to the fullest.
At Digimarc, we understand engagement is not just a matter of wowing consumers with the latest technology. Our platform provides an innovative way to connect users with related mobile-optimized content. The following new tools area available for publishers, brands and agencies to get more out of their campaigns.
Multiple "Hot-Spots" in a Single Print Advertisement or Image
Digital watermarks can be used to create multiple hot-spots within a single ad, image, or whole page. The hot-spots will initiate a pop-up label to appear onscreen when the user's smartphone is rolled over the watermarked region. This allows consumers to select the product or item of most interest and — with one tap of the label — access specific product information, ultimately increasing conversion rates.
Watch a video demonstration of this feature.
Multiple Experiences from a Single Ad or Image
A digitally watermarked image or block of text can trigger an in-app menu of optional experiences to display on the smartphone’s screen. The menu can offer a range of optional experiences, such as:
- Learn more
- Watch a video
- Map directions to a specific location
- Call and/or email a specific contact
- Show places nearby where a particular product is available
- Add an event to a calendar
- Share via Facebook, Twitter or email
Watch a video demonstration of the menu button overlay feature.
Beyond the app, the importance of the "payoff"
What is a payoff? A payoff is enhanced content a consumer receives on their smartphone when they read a digital watermark using a Digimarc Discover-enabled app. The in-app pop-up label and menu of optional experiences discussed earlier are both examples of payoffs which can be selected in our
online embedding tool. In the online embedding tool, customers can also choose to simply input a web address as the interaction of choice. No matter what interaction is chosen, it is important the payoff corresponds with the watermarked image or text. It should enhance the printed article, ad or image with extra online information, assistance and/or entertainment.
The Importance of Creating Compelling Payoffs
Readers respond best to compelling, mobile optimized payoffs – especially when it’s exclusive content. A company website that can easily be found online is less appealing, and if the company website isn’t optimized for viewing on the reader’s mobile device – it will negatively impact the likelihood your reader will interact with other digitally watermarked content. Keep in mind the payoff should enhance the printed article, image or advertisement. Behind-the-scenes videos, interactive games, special promotional offers, and the ability to share and save content are some of the most popular types of payoffs. Watch a video featuring multiple examples of mobile optimized payoffs.
Keep in mind that users are choosing to actively use the technology, so it’s important for them to perceive value in the experience and have an incentive to use it again. Payoffs are your chance to provide exclusive, rich media content to a captivated audience at the moment when their interest is highest. Ideally, users should experience a "wow factor" – the payoff should significantly enhance the print reading experience and allow them to experience the content in a deeper, more meaningful way.