The owner of The Sydney Morning Herald has developed an innovative new technology called Airlink and is on the hunt for advertisers to sponsor the proposition.
Airlink enables a newspaper reader to hover their camera over a picture displaying the Airlink symbol. The camera recognises the image within the picture, and links it directly back to content online, allowing a reader to purchase goods and services.
Sev Celik, director of Creative Solutions at Fairfax Media, said: “For readers, Airlink brings the newspaper to life and gives them up-to-date content, in the form of video, multimedia, user-generated content, downloads or breaking news in a fast, easy-to-use format.
“Our advertisers can now link a TV ad or other assets into a traditional print advertisement. The advantages are that there is no need to type in a URL or download an extra app to access this.”
Fairfax – which developed the technology in-house via its integrated unit FX – aims to be in market during quarter three in conjunction with one newspaper advertiser and one magazine advertiser.
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