3.09.2012

Attn: All Media Buyers

If you are a media buyer tasked with researching and purchasing space for an interactive advertisement which makes use of mobile barcodes, digital watermarks, visual search, augmented reality, etc., here's a clue...find a location that has Internet connectivity 24/7. Failure to provide consumers with the ability to interact with the advertisement, when they want to, will only lead to unfulfilled expectations and possibly a negative impression of the brand, product or service. Additionally, if there is difficulty scanning a code and linking to the intended content the likelihood of a consumer socially sharing the advertisement and/or experience will decrease.

Just a thought (read: best practice) to keep in the back of your mind. 

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