Making print ads interactive

Though in the perception of admen, print and interactivity would seem like Kipling's east and west, the two are in fact as close as conjoined twins.

Print and interactivity has traditionally met in numerous ways - the letters page of newspapers, magazines and other publications is 'in your face' interactivity, there are also other less obvious ways that advertisers have traditionally used like caption contests, quizzes, tear-out coupons, etc.

The notion therefore that print is in some way not quite as interactive as the digital media may prove to be somewhat misleading if the potential for interactivity could somehow be seamlessly harnessed. The good news is that is what seems to be happening - thanks to a quantum jump in print interactivity.

Technology has stepped in to deliver 'printeractivity' or 'print + interactivity' through clicks, which could turn out to be the answer to the prayers of admen who have been clueless about which 50 per cent of their ad spend goes to waste.

Financial services provider BMO Capital Markets has launched a novel campaign through its ads in The Wall Street Journal. Its ads which run every Friday feature two-dimensional bar codes, in select versions, at the bottom left-hand corner.

The barcodes, called EZ codes allow readers to access a customised web page that offers additional information about the matter in print creative. Mobile users, must, however, first download a free application from Scanlife.com, the bar code's creator to start the digital ball rolling from a static print ad.