Condé Nast's Wired magazine has partnered with kooaba to unveil a new mobile-image-recognition application helping the publication's advertisers engage readers.
Consumers can unlock digital extras for Wired's November issue with their iPhones or Android devices by downloading the kooaba application. Kooaba does not require 2D tags, rather it pulls information from the image itself and does not need another visual cue like other image readers.
"Wired's editors offer our readers insights into the newest trends in every issue, and we strive to bring our advertisers opportunities to do the same," said Howard Mittman, publisher of Wired, New York. "Media consumption is becoming increasingly multi-platform, and kooaba's mobile technology provided advertisers in our November issue an integrated, interactive and engaging extension into the mobile and digital spaces originating from their print creative."
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Wired is a publication of Condé Nast and focuses on technology and how it affects culture, business, science, entertainment, health, education and politics.
Kooaba was founded in 2006 as a spin-off company of the Swiss Federal Institute of Technology. The company offers consumers access to content unlocked from images taken on a mobile device using image-recognition technology.
Wired said that it offered advertisers inclusion into the kooaba experience at no extra cost.
When readers snap a picture of T-Mobile's ad for the MyTouch on pages 35-38 of the magazine, they are given several options. The reader can click-to-call customer service, view T-Mobile's new television commercial, click-to-buy the product now or follow the company on Twitter.
Mr. Mittman said that readers and advertisers benefit when it comes to the kooaba experience.
"Readers benefit from easily taking the next step in the consumer process," Mr. Mittman said. "Like an ad? Click through to buy the products, or get access to extra content like video or whitepapers.
"Advertisers benefit from sharing the full range of communication vehicles they have available and obviously, the ability to reduce obstacles or barriers on a consumer's path to the point of sale," he said. "Wired benefits from allowing both parties to take advantage of these benefits, and by offering them the opportunity to try out an emerging technology."
Mr. Mittman said that Wired is always looking for extensions that allow advertisers to offer new experiences to connect them with its readership.
If the November issue's mobile integration goes well, then he said that the magazine will find more ways to deliver the technology to readers.
Mr. Mittman said that Wired has seen gains in mobile traffic.
"We have seen incredible gains in our online traffic coming from mobile users," Mr. Mittman said. "As the experiences get better on mobile devices, reader engagement goes up.
"Kooaba and Wired are both targeting early-adopters and technology fans and each brand has seen positive consumer reaction when futuristic, next-generation ideas and functionality are shared with the market," he said.
"Wired is dedicated to covering and uncovering the future and this is the next cool evolution in advertising and mobile content technology – it makes a lot of sense for Wired to be working with kooaba at this stage in the game."
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