Bauer And SnapNow Join Forces To Launch New Ad Tool

Bauer Media and SnapNow have signed an exclusive six month partnership to launch a new on-the-go interactive advertising tool.

SnapNow, the mobile visual seach technology company, has developed a technology to move interactive ads forward by removing the need for Quick Response codes to be embedded in the advertising copy.

Bauer is set to benefit from the deal as the technology can work via print, videos, TV programmes and poster sites, which allows the company to offer advertisers multi-platform services.

Kerrang! will be the first brand to feature the Bauer Media SnapNow enabled advert for client Play.com in its August 16 issue.

Consumers can take a picture of the advert using a WAP-enabled camera phone, send it via MMS or email to SnapNow – the technology then matches the image and returns more information on the product or service to the user’s handset.

Bauer Media hopes to use the technology to run competitions, market vouchers, send out information or brochures on products, or allow users to make direct purchases.

The deal means Bauer has exclusive access to the SnapNow technology across magazines.

Chris Shepperson, head of market, men’s entertainment at Bauer Media, said: “We are delighted to once again, with our exlusive partnership with SnapNow, be pushing the boundaries of creativity.”

He added: “Bauer media is the only UK magazine company that can offer this service as part of our aim to build 360 degree creative solutions for our clients to interact with our audiences whenever, wherever and however they want it.”

Bauer Advertising: www.baueradvertising.co.uk