Pacific Magazines and Bauer Media, will both use the viewa augmented reality application and publishing tool, which will provide synergies for advertisers with respect to cross-platform publishing.

Starting this month, both companies will utilise mocom’s application, giving clients the potential for massive market engagement and greater flexibility when implementing campaigns across both businesses. According to emma research from Ipsos Media, combined, Pacific and Bauer reach more than 14 million Australians each month.

After launching viewa with Better Homes and Gardens, marie claire, New Idea and Famous, Pacific Magazines will roll out viewa across the rest of its portfolio of titles.

On the expansion of viewa, Mary Ann Azer, executive director of Magazine Publishers of Australia said: “This is a great outcome for the magazine industry, making the buying and implementation process for advertisers easier than ever before.”

“This marks an exciting new phase in multi-platform publishing; as we work towards an industry standard in terms of innovation and measurable results.”

Pacific Magazines commercial director, Gereurd Roberts, said allowing readers to interact with magazines provides a deeper level of engagement which benefits both readers and advertisers.

“The reader experience with an app like viewa closes the gap between print and digital. It gives us as publishers the opportunity to provide deeper content and we know that people engage with our magazines far beyond the page.”

Bauer Media’s publisher of new media Marne Schwartz elaborated on Roberts’ point saying this milestone would prove critical in allowing clients and agencies a clear view of what success looks like for magazine media buys.

“This development will undoubtedly become central to the customer-centric focus clients and agencies demand. As clients and agencies continue to demand proof of engagement with their marketing campaigns, using viewa as the physical-to-digital tool across companies allows for a standard accountability and proof of performance in buying magazine media.”