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BizReport : Mobile Marketing : August 30, 2012

Mobile action codes in print mags rise, QR Codes dominate

New research by mobile marketing firm Nellymoser reveals a huge rise in the use of mobile action codes in the top U.S. print magazines.

by Helen Leggatt

qr-code-report-cover.jpgOver 2,200 mobile action codes, such as QR Codes, image recognition and digital watermarks, were used in the U.S.'s top print magazines in the second quarter of 2012.

That's up 61% on Q1.

The number of ads containing mobile action codes is up from 5% last year to a current 10%, said the report.

"Mobile activation has really taken hold in magazine advertising. Nearly 600 brands and every one of the top magazines have embraced print-to-mobile as a core marketing strategy," said Roger Matus, Executive Vice President of Nellymoser and co-author of the Nellymoser study.

"Action codes bring print pages to life and engage readers in ways that can't be duplicated with a static ad."

The mobile marketing firm expects to see 1,000 mobile action codes each month running in the top 100 magazines starting next month (September, 2012).

Of all the mobile action code types, QR Codes were found to dominate during the second quarter with a more than 80% share. The use of Digimarc watermarks is on the rise up from just five codes in the whole of 2011 to 96 codes in the first half of 2012.

Tags: mobile action codes, mobile barcodes, mobile marketing, mobile scanning, print magazine, publishing, QR Codes

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