3. Magazine Publishing Highlights
+ Conde Nast has the dual distinction of being our first million scan publisher AND first
million scan publication- ALLURE
+ Meredith became the first publisher to standardize all of its 2D campaigns around Tag
+ Multiple Tags are running in 8 out of 10 - top 100 US magazines
+ In ‘09 and ‘10 we had 1 issue drive over 100,000 scans. In the last quarter alone, we’ve
had 5…with 2 more on the way
+ Secondary metrics are fast forming the basis of an ROI analysis
+ Publishing continues to be a highly successful and crucial vertical
Innovation is Key!
4. A Complete System Black & White Tag
Standard Color Tag
Tags can point to:
+ Standard/Mobi web content Customized Tags
+ Mobile landing pages
+ Video
+ App downloads
+ Display text Downloaded for free at Gettag.mobi
+ Social Media and more…
The Tag app is available for all of the
top mobile platforms, including iOS,
Android, Windows Mobile and
Blackberry
+ Online service to create
and manage Tags
+ API allows bulk Tag creation
and management
Visibility into most
effective uses to
enhance planning
6. + Customized to virtually any design, brand, look & feel
7. Allure Best Practices Tip:
Offer content with universal
+ Tag-based editorial promotion appeal
“Free Stuff is a Snap Contest”- August 2011
+ Built on the same architecture as last year’s success: 444,000 scans
New All-time scan record holder: 576,000
8. Shape Magazine: 30th Anniversary Issue
+ 30 Tags in edit and ads with contest that crosses both
+ The more you scan, the more you win
+ Result: 400,000 registrations or 66% of total activity
9. This Old House: The Great TOH Giveaway
+ 28 advertising tags driving to
win prizes valued at over
$178,000
+ Check to win prizes of
interest
-Paint cans to power tools
+ Total Scans: 234,000
+ Total Tag Entries: 156,700
+ % of total: 23%
11. App Content
Hyper-Local Option
Full Recipe Library
Mobile Banner
to Monetize
12. Martha Stewart Weddings
+ 17 tags appear on
advertisements
+ List of all sponsors featuring
tags w/ page # increases
probability of use.
+ Clear instruction on how to
download and use reader
+ Cohesive sweeps
“remembers” a user’s device
for quick multiple entries
+ Repetition draws the reader
through the whole issue
BEST PRACTICE TIP:
More Tags = More Scans
13. Martha Stewart Weddings: 17 Ad Tags- 1 Contest Best Practice Tip-
Unique ID: Fewer steps =
More value to reader
+ Uses Device ID to allow for a single sign-up
+ The more you scan the more chances you have to win
14. Martha Stewart Weddings
+ After the initial form submission, the data is “remembered,” and
all tags lead directly to branded Thank You pages
17. Woman’s Day: Sweeps Tags lead to Variable Outcomes
Best Practice Tip:
If you build it…they will scan
18. Entertainment Weekly: 2010 Activation
+ Scan to view preview hosted on YouTube
+ No visibility or secondary experience
19. Entertainment Weekly: 2011 Activation
+ Central page provides instructions for scanning
+ Tagging film reviews progresses to video previews
Response Data: Last 3 Tag
+ Each film has a custom landing page with sharing
campaigns: 240,000 Scans
+ Link returns you to EW mobile and allows you to subscribe
20. Sports Illustrated: Swimsuit 2011
Watch more
videos or view
current results
Sharing Page: to FB,
Sponsored Landing page to Twitter or Email
video gallery and
voting page Best Practice Tip???
21. SDK: Customized Companion Apps- Lucky Shopper
Lucky built their own app using our
SDK- allowing users to DL a single
branded app that scans multiple
formats
24. Publishers ARE doing the best 2D…How?
+ Consistently applying industry best practices
– More is better
– Clear instructions on DL, how to use Tag and above all, THE PAYOFF
+ NO “NAKED” CODES ALLOWED!
– Always tying the payoff to content that readers value- SI Swimsuit, EW Video, WD Contests
+ Tagging editorial and ad content for a truly integrated experience
+ Using customized Tags to speed reader and advertiser adoption
+ ALWAYS optimizing for mobile and placing a premium on UX
– Takes campaign beyond the scan and into peripheral data points that matter most= ROI!
+ …and of course, they’re using the FREE Microsoft Tag solution!
26. Simon and Schuster: Tags Used on Jackets, Covers and Ads
Full Black
+ Tags on book jacket, print ads and outdoor
ads.
Michael Vey
The Timeless Swing The Prisoner of Cell 25
+ Tags used in book to + First audio book using Tag.
enhance instructional
content. + Tag resolves to an excerpt from
the book.
27. Case Study: Full Black digital campaign
+ Tags integrated on the book jacket
and throughout advertising
+ Tags in ads allowed consumers to read
excepts (“Try before you buy”) and in
jackets allowed for supplemental video
28. Simon and Schuster: Case Studies in Advertising
+ Content can be
targeted by
campaign
segment
+ Tags allow for
conversion
trackability and for
enhanced content
Presented 11/14
30. Simon and Schuster: Audio Books
Home page holds Resolves to
audio excerpt audio player
31. Simon and Schuster: Atria uses Tags to Enhance Book
Content True Spirit
+ Reading experience is
enhanced through
the use of tags linking
to author videos
http://www.youtube.com/watch?v=iwIu
ERJ7SV8&feature=related
32. THANK YOU!
Print to Mobile:
How Publishers are Building the Best Hillary Tisman-
Adam Schneider- BDM 2D Barcode Campaigns Atria Books
