You see more and more QR codes popping up in print advertisements. It’s called ‘interactive print advertising’. What it does is connecting you to the web – or other digital extras – by scanning a code with your mobile phone that is printed on the advertisement. This basic idea is good, because advertisers can directly offer interested readers more information and tools such as videos, store locators, and more.

QR-Code as a stepping stone

We believe QR-Codes are belonging to an intermediate technology used for things it was never meant for. Despite the enormous media attention QR is getting, it still is not at a level where people are really using it. It does not seem to fit into peoples daily routine. Besides that, we have also seen a lot of misplaced QR codes, and many mistakes like codes in magazines that are too small to scan. Sure, there are cases in which QR makes sense, especially when they are generated dynamically. For example when you get a ticket after delivering a package to the post, or the creative case of the Korean supermarket. But for print- and outdoor advertising, it is simply not needed.

But why still this QR technology?

It is because nobody has really taken the lead to set a standard. Of course, it is hard to do, because you need a lot of people and companies working on the same thing, including media agencies, advertisers, advertising agencies, publishers, developers, and of course the consumers. Although QR is being experimented with, we believe it is not really practical for interactive print. It was a makeshift solution, accessible to everyone.

There was nothing better…

Here in Switzerland, we are trying to build something that will change this. Something that comes much closer to augmenting on a scalable level, and flawlessly integrating interactive print advertising into peoples daily life.

For that being able to work we need to have all those different stakeholders working together. Therefor kooaba is partnering up with the leading media agencies in Switzerland (outdoor and print) and combining this with the already existing relationship we have with publishers end consumers on our interactive print use case. The solution will be build around our all-in-one app ‘kooaba Shortcut’ using image recognition technology. And now QR codes are no longer needed. Image recognition technology is fast, reliable, doesn’t ruin your layout and can be controlled from remote and at any time.

It fits in the bigger picture

With Shortcut, hundreds of thousands of users worldwide are already connected with over a 1’000 daily newspapers and magazines. Sharing the digital version, storing it and even discussing articles with other readers. Interactive print advertising fits well in this environment. That’s why it only makes sense to combine those two. We aim to make all print ads, newspapers and magazines interactive. Media agencies, publishers and the users are all collaborating to support this vision. And advertisers will have easy-to-setup options (introducing at the beginning of Q2, useful modules such as sweepstakes, mobile coupons, store locators and more).

The right partners

Today, we are not only announcing our new app, but – as said earlier – are also introducing a partnership with the biggest outdoor media agency (APG) and the leading print media agency (Publicitas) to set the standard for interactive print advertising. Together we can make this product mainstream and pull it out of the niche of some experimental ads. The two industry leaders here in Switzerland have decided to focus on a single solution and a single strategy.

The right time

Everyone has a smartphone and a data plan and knows the routine – but now that interactive print supported by image recognition technology exists, we can take the next step. It is time to stop overusing QR codes. For us, the short-term goal is clear: To make interactive print advertising as accessible and useful as possible to benefit publishers, advertisers and the end consumer.

What’s next?

Not long from now, every print ad will be interactive. Print and outdoor advertising will help create a truly interactive city with statues that come alive, political billboards that introduce you to the candidates, movie posters that show trailers and tell you the next showing time, restaurants that allow you to peruse a menu and book a table, coupons that you activate by being in a spot at a particular time, shopping from magazines and digital commenting on newspapers enlivening.

Publishers, advertisers and media agencies work seamlessly together on this integrated system bringing the consumers the best content and most complete experience.

And what do we do? kooaba is creating the windows. To be continued….