Digimarc Report Reveals Fast-Rising Growth of Digital Watermarks in Publishing Industry
finance.yahoo.com
Consumers Scanning Magazine Editorial and Advertising to Get Recipes, Enter Sweepstakes, Buy Now and More
"The number of unique Digimarc IDs in magazines grew by more than 200 percent in 2013," said Ed Knudson, executive vice president, sales and marketing at Digimarc. "The surge in demand reflects the desire of brands and retailers to drive consumer engagement at every touch point throughout the shopper's journey. Our versatile technology provides the best and easiest way to reach customers with engaging digital experiences when they're at home, in the store or on the go."
A Digimarc ID is a unique signal (or pattern) that is added into print, audio, video or packaging to trigger branded experiences on customers' mobile devices. These digital identities can't be seen or heard by people but mobile devices and POS image scanners can detect them. It is a single mobile technology that enables brands and retailers to more deeply engage with customers throughout the entire, oftentimes varied, path to purchase.
Some key takeaways from the report include:
Fifty-five magazine titles used Digimarc Discover in 332 issues in 2013.
Downloads of the Digimarc Discover mobile app increased nearly 300 percent.
Estimated downloads of third-party Digimarc-enabled apps was more than 3 million.
Magazine titles using Digimarc Discover included ALL YOU, Coastal Living, Cooking Light, Cosmopolitan, Costco Connection, ELLE DÉCOR, Health, HGTV Magazine, House Beautiful, Lucky, Martha Stewart Weddings, Parents, Real Simple, Redbook, Saturday Evening Post, Seventeen, The New Yorker, Veranda and Woman's Day.
Food & Nutrition, Lifestyle and Regional Interest had 77 percent of all reader engagement scans for 2013.
In 2013, Digimarc technology also paved the way for House Beautiful to launch "shoppable ads," in which readers scan the ad creative to "buy now."
The most popular scans for 2013 were recipes, sweepstakes and video.
The total addressable market for Digimarc Discover reached 65 million in 2013, nearly doubling that of the previous year.
The benefit of adding print-to-mobile experiences to magazine editorial and advertising is to seamlessly link readers to related online content such as product details, buy now or social media sharing opportunities. |
