As technology shapes what the future will look like for “old world media”, Brands and Agencies the world over are embracing the possibilities and helping the rest of us see what brilliance will look like. One of the areas of innovation are around digital magazines. With geo-location, Google Street View, Facebook pictures, Instagram, and the like, the possibilities to highly personalize magazine ads is an absolute reality. The challenge is obviously to get people to interact so that a magazine ad has the permission to pull information and serve up highly personalized content. However, I am sure this barrier will be shaved away over time as “opt-in and pull” processes accelerate.
One of the masters of digital magazines is a Brazilian shop called AlmapBBDO. For several of their clients they have developed very cool and innovative digital print ideas. The level of personalization is astounding. I expect that the case study videos show what perfection looks like and the actual campaigns aren’t as ideal but they ignite the imagination and give us a taste of what the future will look like.