Fairfax says its image-based AirLink weblink code generated 20,000 video views in May, with hopes it will take off during the Olympics.
The technology links mobiles to video and other content when a mobile phone loaded with the app views enabled media in the print edition.
It was launched earlier this year as a “world first” solution enabling advertisers to engage readers across media platforms.
Metro Media chief executive Jack Matthews says the full capabilities of the product will be shown to full effect when the Olympics kick off in July. The technology is also credited with a spike in iPhone app downloads, which were up 16 per cent to 127,134 for the month.
Fairfax says a third of Sydney Morning Herald iPhone app users now use AirLink, with daily unique browsers using the app up 24 percent since April to 7674. Among the most popular clips have been State of Origin and Mabo legacy footage.
Pictured: A peronia promotion with the AirLink identification and (inset) a still from an explanatory video