Linkz uses digital watermark technology to embed links alongside editorial or within an advertisement that, when scanned by a reader using the free Linkz app, launches additional options, content, images or video on the reader’s phone. Not only does Linkz encourage readers to interact with the page like they never have before, says the company, it also creates a great reason for advertisers to continue with print spend, creating a potential new revenue stream for the publisher.
Swindon Link has showcased Linkz for the first time in its April issue, reaching some 70,000 local consumers.
Linkz was borne out of the increasing demand for the convenience enabled by mobile technology, with smartphone penetration in the UK already at 53%. For the publishing industry, says Linkz, the digital onslaught could have resulted in the end of traditional print, however services like Linkz have utilised technological advancements to connect print and digital.
In addition, Linkz creates of fully mobile-optimised microsite for each code that is directly relevant to what has just been scanned and promises an intuitive, easy to use and effective way for the consumer to respond and / or get the additional information they want. In turn, the readers’ desire for digital yet effective methods of engagement has been satisfied, without the need for gimmicks, generating continued interest in the publication but also increasing sale conversion rates for the advertiser.
Andrew Perry-Smith (pictured), Managing Director of Linkz comments: “Mobile is undoubtedly at the heart of 21st century life. For publishers, the continued onslaught of digital and the structural challenges it presented were no doubt perceived by some as the death-knell of an industry whose very existence was steeped in print. However, thanks to further advancements in the very sector, publishers now have a way of connecting print with digital and joining the revolution, as opposed to being a victim of it.
“There is no point sitting on the side lines – consumers are already managing their lifestyles through a mobile device and not having a multi-level platform is no longer an option. Especially with the influence of younger generations, readers are now somewhat, if not fully, aware that print can, and will, have digital dimensions – and they will not only be more receptive as a result but will also come to expect it.”
Roger Ogle, Publisher of Swindon Link comments on the pilot scheme: “We’re thrilled to have run the pilot in April’s issue, and pleased to be flying the flag in terms of the publishing industry. As an independent, we’re proud to show our receptiveness to new technologies and solutions - and to be thinking ahead of some of our national peers. The initial reaction to helping our readers link with the magazine via Linkz has been really positive.”
About Linkz
Linkz says: “Linkz is an exciting new service that allows readers to securely respond to any kind of Linkz enabled printed content. Linkz allows consumers to activate print and immediately buy, view additional content / images / video, download vouchers, enter competitions, share, Like, tweet or get rich media and augmented reality through their smartphone – and all optimised for mobile screen.”
