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Media Intelligence : MT Resource Guide 2012
How did AirLink come about? It was developed from early 2011 by the Fairfax AirLink team, which engaged with a Sydney university through a central company called Smart Services CRC. It was a proof of concept, initially pitched to our sales team to raise interest. We talked about this proof of concept amongst the advertising community so they went forward and secured a sponsorship to turn the early prototype into a fully-fledged carrier-grade solution which is now live with AirLink in the paper every day. The AirLink is built-in to our own app – not a third-party piece of software you have to download – so that’s what sets us apart. It’s based on image-recognition technology that is captured over the phone, which gives contextual information from that day’s daily news agenda. If it’s advertising, then you’re AirLinking it through to ads – it’s a great way to tie the print offering with digital and mobile because you can guarantee that everyone who’s reading a newspaper has got a mobile in their back pocket. What is the advertising proposition for AirLink? It’s a cross-platform sell: with Peroni we enabled the advertiser to link their TVC to their print ad; it’s tied to the print offering and the AirLinking solution is built into that. AirLink is an additional consumer experience that is an instant advertising experience. What’s the AirLink strategy and where are you heading with it? We’ve just had Phase 1. We know that by 2014 more people will access the internet on a mobile phone than a desktop and I think that speaks volumes. We’re now looking at ways of improving AirLink with more functionality. There’s two things you can do with mobile advertising: drive somebody to a store to purchase or get them to click and call through, to go through to a call centre - and this is really what’s going to move the industry forward in terms of experiences. What you don’t want is just a banner on a mobile phone – those days have gone. We’ve got to move it forward with clever, geo-triggered relevant advertising. What has been the initial response to AirLink and how is it being measured? Response to AirLink by advertisers has been extremely positive and we have seen an impressive uplift in the number of SMH app downloads which mean the number of people who have seen the ad in the paper and downloaded the app. Mind the gap: a digital solution The AirLink technology – one year in development – launched May 18 in The Sydney Morning Herald. Allowing readers to scan a print story with their iPhone to gain access to video, photographic and additional editorial content, up to 10 articles a day include AirLink capabilities. Fairfax Media Metro Division Mobile Director Rick Gleave discusses Fairfax’s aim of bridging print and mobile platforms. case study Case Study newspapers “We know that by 2014 more people will access the internet on a mobile phone than a desktop and I think that speaks volumes.” – Rick Gleave, Fairfax Media Metro Division Mobile Director 75 p75 CS_newspapers.indd 75 11/6/12 12:42:21 AM
Media Trends+Strategy 2012
MT Resource Guide 2013