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Panpa Bulletin : July 2011
Original parts at the best prices! Where? Goss Warehouse. Goss has over $1.5 million dollars worth of parts in stock, ready to ship to your door. We guarantee to ship same day for stock items. For more info, contact: www.gossinternational.com Matt Hancock firstname.lastname@example.org Mobile No. 0404-718-889 Goss International, Unit 16, 35 Dunlop Road, Mulgrave, Victoria 3170, Australia +03.9560.1666 PANPA parts half pg ad.indd 1 6/8/11 7:02 AM www.panpa.org.au | JULY 2011 | The PANPA Bulletin Print’s digital dimension IF we could hop into a DeLorean time machine and visit 2016, what would the advertising in our news- papers look like? Would we have gone back to the future to find only traditional print ads, or will they be interlaced with digital platforms, using techniques such as augmented reality, 3D or other gizmos that might not even be a schematic on the whiteboard yet? According to Gayle Kerr, of the Queensland University of Technology Business School, we’re seeing the first glimpses of a new form of advertising. Augmented reality, which allows readers to scan an ad into their mo- bile device to be entertained and in- formed by a digital cartoon, is both a flash-in-the-pan and shows the way forward for print, she says. “It will become more sophisti- cated as marketers look at the value it gives to consumers,” says Ms Kerr, who is an associate professor in ad- vertising and integrated marketing communication. Leading Australian home loan provider, the Commonwealth Bank, gave hundreds of thousands of read- ers insight into how augmented real- ity can be used. To advertise its property website, it designed and placed a somewhat inconspicuous ad in the free metro tabloid, mX. The ad featured a street map with a few houses dotted about. Readers were instructed to down- load and install a software program to view the augmented reality built into the print ad, and use their mo- bile phone to “walk through” the streets depicted in the ad. Ms Kerr observes: “Its worth isn’t really in the fact it has motion and vision, and is a lot more exciting. It is in the utility of it, and that it adds to the consumer’s lifestyle. “Being able to access an app that will help find the right home loan and buy a house adds a lot of value to a consumer. “In five years, we will have de- veloped more functional ads with greater utility, therefore offering more value. Then we’ll see them be- ing part of the way we live.” Augmented reality marketer Scott O’Brien predicts his technology will become the norm by 2016. “Almost every advertisement in a newspaper will have an augmented reality component,” he says. His company, Explore Engage, is developing a print media campaign using augmented reality for a major Hollywood movie. “At the moment, it is expensive. Not every company has the means to pay for the embedded technology, but the price will come down.” Meshing print and digital advertis- ing gives advertisers instant data on who has interacted with the ad. “You could never do this with a print ad before,” continues Mr O’Brien. “Sure, you could put your com- pany website at the bottom of an ad, but how do you know if someone visiting your site was led there by the print ad?” Linda Brennan, a professor of advertising at RMIT, speculates that as newspapers adapt to new digital platforms, such as tablets, print ad- vertising will face further pressures. But there is still life left in the print advertising sector, she says. “The structure of the industry would indicate to me that we’re not going to be moving anywhere quickly,” she says. “The full-service agencies are still very traditional, mass-media driven. “The majority of their margins come from traditional media place- ment and they’re still struggling with how to make money out of social media. “And until that business model shifts, we’ll still see the traditional approaches continue. “In five years, we will still have the mass-media approach; but in 20 years, all companies will prob- ably have digital-driven advertising campaigns without an integrated approach.” Notsofast... Rob Belgiovane, executive crea- tive director at ad agency BWM, says that although declining print advertising has become a fact of life, newspapers still have a role to play. If done correctly, print ads can de- velop into a social media phenom- enon as easily as any viral YouTube video. “If you place a good ad in the weekend papers, which have a combined circulation of six million – that’s six million pairs of eyes. And that’s a lot of people being engaged,” he says. “Newspapers can be very effec- tive at reaching audience and if it’s good, it can become a social media phenomenon. “A lot of people tend to forget that,” Mr Belgiovane adds. As for digital ads interlacing with print, Mr Belgiovane says companies will need to be more tech-savvy. Regardless of what medium, or technology that is deployed, agency strategists just want to get people talking about their client. The power of new technology could be just around the corner – when your phone can tell you where the best deals are - Photographic Trevor Allen Trevor Allen NPA The augmented reality ad of the Commonwealth Bank, which gained so much attention earlier this year Scan this code with your smartphone to watch a video of how the CBA ad works sPeCIaL RePORT: FUTURE OF THE INDUSTRY