In a media world in which the moving image determines our communication, print must explore creative possibilities in order to use interactive content profitably. This is because movement multiplies the memory value. Konica Minolta presented a solution a year ago that combined the haptic experience of print with interactive augmented reality formats: With genARate, printed content can be transformed into moving information. Viewers are able to see videos, animations or 3D models when they point their smartphone or tablet at a printout.
At the center of the tool is an app. The app ensures the interaction with the target group if the ads or the article is labeled accordingly. In the meantime, the technology is making its way to end customers. Smaller newspapers and advertising papers, such as the Unterallgäuer Rundschau, are beginning to attract advertisers. “A big issue is choosing the content that needs to be made available,” says Johannes Högel, Managing Director of Hans Högel KG, a print shop and publishing house from Mindelheim. Few companies, much less the stationary retail trade, have corresponding media databases or similar.
Here, the genARate platform offers a web-based studio tool that can be used to create your own interactive applications. genARate also includes an analysis function for measuring app usage and interaction with the content. Through a hosted service with a clear pricing structure and easy access, campaigns can be developed quickly and easily.