Is mobile the future extension of print (and TV)?

I have always quoted that there is a future for print. In trains, in planes and on quiet places where you will always be on your own… However print might need some partner media: mobiles… to becomes 3-D reality in combination with them.

The Commonwealth Bank used a Sydney computer graphics firm called Explore Engage and let them create a 3-D mobile extension. The print ad uses a smartphone’s camera to connect the print creative (launched in Melbourne’s mX commuter daily newspaper last week) with the 3-D reader software in the phone. The smartphone then opens a virtual town on the phone’s screen in which a virtual sales person introduces some of the Commonwealth Bank real estate properties.

The smartphone all of a sudden makes print (ads) attractive again. Augmented reality (AR) extends the opportunities of the static print value into a new engaging mobile world. Just think about the opportunities… Wallpapers could be scanned and then virtual promotions or commercials could appear on mobile screens on-the-go selling new products and services. Previews of movies could be taken from print ads instantly. The future of print seems to be mobile…

PS: Although it might be a bit challenging for some people, TV has also new opportunities to extend their offering. Just watch the latest KIA Optima advertising idea which also used AR technology to get people engaged in advertising…