Publicis to link offline and online advertising

Article found on Research.

Deal with Mobile Discovery allows digital links in offline ads to be created and tracked

US-- Publicis is to provide its advertising clients with tools to link offline advertising to online content, through a partnership with Mobile Discovery.

The mobile marketing technology firm’s platform allows advertisers to include ‘digital return paths’ such as SMS codes and scannable 2D barcodes in print advertisements or outdoor posters, so consumers can immediately seek more information or make a purchase via their mobile phone.

This is done through a web-based system where advertisers can create, track and analyse their integrated campaigns.

“We help advertisers generate online leads through offline media,” said David Miller, CEO of Mobile Discovery.

The deal has been struck through Publicis’ new division VivaKi, which works on investments and partnerships on behalf of the various Publicis assets.

It will be interesting to see how quickly this becomes applied.

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