Publishers Try to offer More Value with Web-enabled Ads
Three years ago, Web-enabled print ads were all the rage as publishers tried to shed their old-media image. Bar codes and tags started popping up in titles, inviting cell-phone-equipped readers to shop or get product information by texting or snapping a photo of an ad.
But those “snappable” ads quickly got a bad rap from media buyers, publishers and even the technology providers themselves, who blamed clunky user experiences on long software download times and poor execution.
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