Spotlight On NW Creative: Digimarc Partners With The Oregonian

Do you use your mobile phone to uncover hidden or extra content? That’s what QR codes are all about but QR codes have yet to catch on in a big way.

Regardless, The Oregonian is betting that Digimarc Corporation’s digital watermark technology will enhance their printed paper by offering smart phone users special content they they can unlock and experience.

The Oregonian launched the new feature on Sunday, July 31, and will deliver enhanced content from digitally watermarked images featured on the front pages of main sections on a daily basis.

“The Oregonian is leading the industry into a new era, integrating printed publications with digital assets that will enhance their readers’ enlightenment and enjoyment, and provide new opportunities for advertisers to engage readers,” said Bruce Davis, Chairman & CEO of Digimarc, a NASDAQ-traded company based in Beaverton.

Upon launching the Oregonian Mobile app, available for iPhone and Android smartphones, readers simply hold their phone four to six inches above the enabled images. The Internet-enabled images are identified by a small phone icon. The app will immediately recognize the image and connect readers to related digital content such as video and slideshows related to a news story.

“We believe the digital watermarking of print ads can provide great value to our advertisers,” said Barbara Swanson, Vice President of Sales and Marketing at The Oregonian. “The technology will give our Portland-area readers the ability to take immediate action on the local products, events and services they are most interested in.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.