For its latest mobile action code study, Nellymoser analyzed the top 100 U.S. magazines by circulation and looked at the published issues from January to March 2012. Significant growth findings from the study include:
• The percentage of magazines with at least one code went from 78% in Q1 2011 to 99% in Q1 2012
• The total number of action codes in magazines grew 288% – from 352 in Q1 2011 to 1365 in Q1 2012.
• For the first time, the percentage of magazine advertising pages containing a mobile action code exceeded 8% each month of the quarter. This is up significantly from March 2011 when just 3.55% of ad pages contained an action code.
• More than 450 brands ran at least one advertisement during Q1 that included a code, up from 137 in Q1 2011.
“The fact that virtually every top 100 U.S. publication featured advertisements with mobile action codes in Q1 is evidence that they are an essential marketing tool for engaging readers and building brand loyalty,” said Roger Matus, Executive Vice President, Nellymoser. “Given the trajectory of growth we’ve seen to date, we anticipate an even faster rate of mobile action code adoption throughout 2012.”
QR Codes Continue to Dominate the Action Code Market
Marketers overwhelmingly favored QR codes over other types of action codes with more than 80% of all printed action codes being QR codes in Q1. Microsoft Tag held a 14% share while all other action codes combined held only a 6% share.
Video, Data Capture, Social Media and M-Commerce Are Most Popular Uses for Action Codes
Videos continued to be the most popular way to engage users with 35% of mobile campaigns leading to a video experience such as a product demo, entertaining clip, or behind-the-scenes look. Mobile commerce (which lets readers scan an action code and immediately purchase a product), social media sharing (to enable Facebook, Twitter and email sharing) and sweepstakes (for list building and reader opt-ins) were also common mobile experiences, with each being used in about 20% of mobile campaigns. These numbers have stayed relatively steady from Q4 2011.
A copy of the 2012 Q1 action code study is available at no charge at http://www.nellymoser.com/qr-in-advertising.
Nellymoser Inc. (http://www.nellymoser.com), a mobile marketing and technology company founded in 2000 and headquartered in Arlington, MA, creates instant, interactive consumer “engagements” on mobile phones. These range from contests and product videos to interactive multimedia engagements that can be shared on social media (e.g., Facebook and Twitter) and include e-commerce for instant product purchases. Nellymoser’s customers include leading publishers, advertisers, retailers, and consumer packaged goods companies. All companies and products listed herein are trademarks or registered trademarks of their respective holders.