Just after the inaugural issue hit mailboxes, Boller says another advertiser increased its mail target quantity and purchase of the Winter 2013 issue by 118 percent over its fall distribution and added an AR component to its magazine ad. Boller says, "This increase in quantity and addition of the creative development for the augmented reality aura represents a 156 percent increase in revenue from this client."
She says AR allows far more freedom for Nexos Latinos and its advertisers because, unlike the older technology of QR Codes, AR is flexible. The app can toggle "between video elements, websites, e-commerce sites, social media, etc., through [a] reader's smartphone or tablet."
Many readers did toggle. The 500,000-circulation magazine saw 193 app downloads of its debut issue, resulting in a response rate of 0.207 percent. Of the 1,027 AR views, the largest number of readers chose to watch "The Avengers" trailer at 24 percent of viewership. The largest amount of viewers decided to click through on the Lopez video, at 41 percent.
Boller says advertisers are requesting more AR ads and are adding tracking on the back end "because of the success and the interest and the cool factor of the inaugural version." She predicts revenue will increase because AR ads cost more. But it also pays to know their audience.