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…


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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…

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  1. […] QR-Codes zur interaktiven Illustration und Weiterbildung sind die vor einigen Wochen angesprochene mobile Extension der modernen Printwelt (erfordert aber ein Lesen des Buches mit einem Handy oder Tablet und nicht abends im Bett…). […]

  2. […] for their TV shows in order to promote their digital content and advertising opportunities, just like the print industry did in the past. One thing is for sure: Augmented Reality will definitely become a new playground that connects the […]

  3. […] a ticket (for a concert (62%). And 67% see the QR codes in print magazines. So, my assumption that QR code technology could become the access point for the extension of print (Augmented Reality) seems to proof […]

  4. […] However, although Augmented Reality and barcodes are a fantastic mobile technology as well as an extension for print and TV that connects boths world, offline and online, the technology is more 2D barcode based than 3D. […]

  5. […] is the extension of print in the future, I wrote some weeks ago. Aurasma, a new app by Autonomy, gives again a proof for this thesis which I found […]

  6. […] (life). Publicis Brussels created a nice augmented reality campaign that is another version of the extension of print to mobile. In the campaign the journalists talk about what is really happening in countries by using the […]

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