The use of QR and related codes in print magazine advertisements has more than doubled it the last year - to the point where 10% of all print ads carry at least one code - at least in the top consumer mags.
The latest quarterly survey by digital and mobile services firm Nellymoser found more than 2200 QR codes, digital watermarks, and/or Microsoft Tags in the advertisements in the 100 largest-circulation generally-available consumer magazines. Breaking a milestone of sorts, Nellymoser researchers found at least one code or tag in each magazine examined, and 90% of the titles had more than 10 codes. QR codes remained the most widely used technique, with embedded image recognition and augmented reality tags growing rapidly. Around 40% of codes led to video experiences, while almost one-fifth linked to sweepstakes entries or opting-in to content requiring subscription or registration. Another 18% linked to social media, and 14% led to online purchasing opportunities.It wasn't all good news, though -
And while the mobile codes are intended to link the user to mobile experiences, the scourge of the mobile misfire remains with us. According to Nellymoser’s analysis of the post-click experiences, a quarter of the landings were not optimized for smartphones. The problem of broken links and codes that simply do not scan properly persists.Sources - Magazine Mobile Codes Up 107%, Now On 10% Of Ads, MobileMarketing Daily
Nellymoser press release (with graphics)
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