More than half of the monthly magazines that use "mobile action codes"-such as 2D bar codes, QR codes and Microsoft Tag-are using them to deliver video, according to Nellymoser, Inc. a Boston-based tech firm that specializes in turning printed action codes into applications on mobile phones.
Beyond video, 23.1 percent of publishers are using action codes to deliver micro sites while 16.6 percent are offering sweepstakes through action codes. Just 3.6 percent of monthly magazines are delivering coupons via action codes, while 2.4 percent are offering e-commerce or an electronic storefront. However, action codes are used more often by advertisers (59 percent) than editorial 41.5 percent).
The two action codes that use a smartphone app-QR codes and Microsoft Tag-account for 95 percent of the action codes appearing in monthly magazines (with Microsoft Tag accounting for 81.6 percent of that).
Meanwhile, some other publishers are moving beyond printed action codes. In its September issue, Marie Claire offered a "Shop the Ads" program that leveraged services from advertising technology company Pongr that lets consumers use mobile cameras to share images of designated products across social networks as well as request information on the product from the brand as well as contact editors. The promotion-which grew from an editorial program called "Shop the Shoot"-didn’t use bar codes, apps or required consumers to have a smartphone. Twenty-seven pages in Marie Claire’s September issue were designated for the program, featuring more than 200 products from brands such as Armani.
A copy of the Nellymoser report is available here.