House Beautiful Debuts First-Ever Integrated Advertiser/Editorial Mobile Content with Glidden Paint
(Press Release) Beaverton, Ore - January 12, 2012 — Digimarc Corporation (NASDAQ: DMRC) announced today that House Beautiful, the leading authority on home design and decoration and well-known for its innovative marketing programs, has partnered with longtime advertiser Glidden® Paint to introduce the first-of-its-kind integrated advertising experience between editorial content in the magazine’s February 2012 issue and on housebeautiful.com.
Throughout the magazine, select editorial features are enhanced with imperceptible digital watermarking technology, created using the Digimarc Discover™ Platform. House Beautiful proprietary icons inform readers that the content is watermarked and becomes interactive when using the Digimarc Discover app on a mobile device. Scanning the watermarked content takes readers to housebeautiful.com, where Glidden Paint splash pages—promoting the brand’s new color expert blogger portal, MyColortopia.com—appear prior to House Beautiful’s online features, giving the advertiser an engaging new way to connect with readers.
In addition to the pre- and post-roll Glidden branding on the editorial videos, House Beautiful partnered with Glidden to produce the first sponsored video promoting Glidden’s MyColortopia.com. The video, featuring two of the contributors to the site, is accessed via a new version of the House Beautiful Digimarc icon – rendered in orange as opposed to the editorial icons, which are in blue. Additionally, the video is housed on housebeautiful.com’s video player and is also being supported by a run of site media buy driving traffic to the video. The Glidden MyColortopia video also is embedded in the digital replica edition of House Beautiful via Zinio, which can be accessed through the iTunes newsstand.
House Beautiful began using the Digimarc technology in several editorial features last year to seamlessly connect readers with supplemental interactive content at HouseBeautiful.com. House Beautiful’s collaboration with Glidden marks the first time that an advertiser has sponsored feature editorial within a print-to-mobile experience.
“When it comes to innovative marketing, Glidden has always been one of our leading partners,” said Kate Kelly Smith, SVP, Publishing Director, House Beautiful. “Taking readers from the page, to an advertiser’s video and on to our website using a mobile app has never been done before and we’re pleased that Glidden has signed on for this exciting program.”