The SnapNow technology means that by using a WAP-enabled mobile camera phone, magazine readers can take a picture of an ad in a magazine and send the image via text message or e-mail to Bauer.
Users then receive a text message featuring additional product information or special offers related to the ad in question.
Bauer Media rock magazine Kerrang! will feature the first Bauer Media SnapNow-enabled ad for client Play.com in its August issue.
The technology can work on platforms, including video, TV programmes and poster sites.
Chris Shepperson, head of market, Men's Entertainment at Bauer Media, said that by working with SnapNow its advertising "has the potential to be fully interactive".
This article was first published on Media Week