Latina magazine has a new mobile companion app that is already generating revenue via advertising from brands such as Olay and Herbal Essences.

The Latina Extra app launched in early August and enables users to scan 2D bar codes, digital watermarks and UPC codes that appear in the magazine for access to exclusive content, promotions and special events. By scanning the Herbal Essences ad that appears in the September issue of the magazine, users are able to unlock daily tips and enter a sweepstakes.

?Our own internal research shows that 66 percent of our Latina audience has a smartphone,? said Patricia Oppenheimer, marketing director at Latina Media Ventures, New York.

?She is looking to her smart phone for content, entertainment, help with shopping, e-commerce, everything,? she said. ?It makes perfect sense to offer her content here.

?The great advantage ? the content she sees on the app is 100 percent original. Our early stats show that she is particularly interested in the beauty content on the app ? no surprise there.?

New revenue opportunities
The app is designed to make the magazine reading experience more engaging for consumers. Appearing throughout the September issue are branded icons embedded with Digimarc digital watermarks that can be scanned by the app for additional editorial content.

The app also features content such as the Hot Stuff entertainment guide, extended coverage of the 2012 Latina Beauty Award Winners and a voting service that enables users to register to vote and stay abreast of the upcoming elections.

Additionally, users can share content and the app on social media and browse photo flipbooks via the app.

The Latina Extra app, which was built by Nellymoser, is available for iPhone and Android devices.

As one of the launch advertisers, Olay is sponsoring a video interview of cover model Rosario Dawson that readers can access by holding their phones over a page in the magazine.

When readers scan the appropriate Digimarc in the magazine, they are taken to a Behind the Cover billboard informing users that the video is being brought to them by Olay. After watching the video, users see an Olay commercial.

The Herbal Essences effort focuses on the idea of indulgence and taking care of oneself. When users scan an Herbal Essences ad in the magazine, it takes them to the home page for the app where there is an Herbal Essences tab. When users click on the tab, they are giving the option to sign up to receive 30 days of tips or to enter a sweepstakes.

The tips are delivered via a built-in calendar, with users able to unlock a new tip every day.

?We do expect the app to be another revenue stream,? Ms. Oppenheimer said. ?Advertisers are definitely interested in the mobile platform ? they know the consumer is changing and they want to be there before she arrives! ? and in fact it is expected for advertisers to have developed capabilities here.?

Enhancing the experience
Latina is driving excitement around the launch of the mobile via the ?Latina Something Extra Sweepstakes.? Readers who scan five or more of the Latina-branded icons can use their phone to enter to win a trip to New York City that will include a shopping spree.

The app was designed to be both utilitarian ? via a built-in universal scanner ? as well as provide a way for Latina to deliver additional content, including editorial and promotional.

?Throughout the years, Latina magazine has evolved with its readers ? from the print version to the Web site and now with the Latina Extra app,? said Jesus Trivino, entertainment editor at Latina. ?The public is consuming everything via mobile nowadays and Latina is right there offering them an exclusive look into every issue with Extra content.

?It?s a great way to share the Latina experience with their girlfriends and husbands,? he said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York