EXCLUSIVE: ACP Magazines’ new ‘hover’ technology, the smartphone app Viewa, is set to launch in June with advertisers including Unilever, Toyota and Westfield.
While other hover technology uses invisible watermarks embedded on-page, ACP head of communications strategy Marne Schwartz said Viewa is “true image recognition and augmented reality”.
“Channels have targeted content so Viewa knows what to look for. You just open the app, pick a channel and aim the camera at the page,” he said. “You don’t have to be really close, or cover the whole page.”
Schwartz said the app allows retailers to embed multimedia advertising on-page as well as into billboards and product packaging.
ACP’s head of sales, Louise Barrett, said the app would be heavily promoted across its magazines and on the Nine Network. “The main advertising push will begin around September when the rollout should be complete across all titles,” she said.
Viewa was developed in-house at ACP, in partnership with Aegis-owned mobile agency Mocom. The app is compatible with all Apple and Android tablets and smartphones and supports integration with email, Facebook, Twitter and Tumblr.
This article first appeared in the 4 May 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
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