Magazines swing into mobile action
The top 100 magazine titles in the US deployed 2,200 mobile action codes – including QR codes, Microsoft Tags, Digimarc watermarks et al – in the second quarter of 2012, the highest figure since the mobile firm began compiling the data last year.
“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,” says Roger Matus, evp of Nellymoser. “Action codes bring print pages to life and engage readers in ways that can’t be duplicated with a static ad. Based on what we’re seeing in our research, we anticipate more than 1,000 codes per month will run in the top 100 magazines starting in September 2012.”