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MOBILE ACTION CODESIN MAGAZINE ADVERTISING 2011INCLUDING QR CODES, MICROSOFT TAGSAND DIGITAL WATERMARKS
To understand howaction codes are be-
ing used in magazine
advertising, we surveyed
the top 100 U.S. maga-
zines.
A record 4468 mobile action codes, which we broadly dene toinclude all 2D barcodes, QR codes, Microsot Tags, and watermarks,were printed in the top 100 U.S. magazines in 2011. These codes oerpublishers and advertisers a compelling way to launch print-to-mobileand print-to-social campaigns that engage readers, build brand loyaltyand capture new business.
To understand how QR codes are being used in magazine advertising,we surveyed the top 100 U.S. magazines by circulation. Our studyincluded all the issues dated during 2011.
The study is limited to national titles readily available on newsstands.This eliminated publications that require a membership, such asAARP
By Roger Matus, Executive Vice President, Ann Carver, Analyst, andMaria Tricca, Marketing Manager, Nellymoser, Inc.
Nellymose r, Inc. | 11 Water Street , Arlington, MA 02476 | t: 1-781-645-1515 | questions @nellymose r.com
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Codes Increased 439% From Q1 to Q4
Q1 Q2 Q4Q3
2000
1500
1000
500
0
A
ction
Codes
Top 100 Magazines ( Jan-Dec 2011)
352
1899
Source: Nellymoser
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magazine, as well as regional titles. For thepurposes o this study, we reer to this listas the Top 100 magazines.
To compile the data, Nellymoser countedand analyzed every page within the Top100 magazines. For 2011, we analyzed164,255 pages. In Q4, we ound:
47,788 total magazine pages, up rom40,300 in Q3.
21,790 total advertising pages, up rom18,407 in Q3.
We also scanned every QR Code, MicrosotTag, Spyderlynk SnapTag, BEE Tag, JagTag,Digimarc watermark and other codes withan iPhone or Android device. We activatedevery campaign, ran every video andvisited every web page.
Action Code Growth
There were 4468 codes in the top 100magazines during 2011. The year startedo with 352 codes in Q1. It grew to 1899 inQ4, which is 439% growth.
The chart below shows the month-to-month change. From January to December
From January
to December
2011, the
number of
magazine
action codes
grew a dra-
matic 617%.
All Action Codes In Magazines By Month
2011, the number o magazine actioncodes grew a dramatic 617%, rom just 88in January to 631 in December. The dipsrefect seasonality. For example, manypublications skip an issue during thesummer and the winter holiday seasons.
Advertisers drove the growth (4011 codes),as the chart on the next page illustrates.In January, there were seven advertisingcodes or each editorial code. ByDecember, the ratio was nearly 25:1.
The nature o the editorial codes alsochanged during the year. In the beginningo the year, editorial codes were dominatedby videos related to eatures in themagazine. By the end o the year, many othe editorial codes were or sweepstakesrun in the editorial section.
For example, there was a noticeable spikeo 124 editorial codes that appeared inNovember. O the 124 codes, 91 were orsweepstakes run by the marketing teamsat just three magazines: Sel (59 editorialcodes), Shape (16), and Womans Day (18).
To really understand action code adoptionin advertising, the most relevant statistic
700
650
600
550
500
450
400
350
300
250
200
150
100
50
Ac
tion
Codes
394
295
170
9488
373
278
370
507
587
681
631
Top 100 Magazines (Jan-Dec 2011) Source: Nellymoser
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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may be the percentage o advertisingpages that include an action code. Thisstatistic is not aected by seasonality orskipped issues.
The chart below shows a steady anddramatic increase in action code adoption.From March to December, the ratio grewrom 1 out o 28 pages (3.55%) to 1 out o12 magazine ad pages (8.36%).
Another revealing trend is the quarter-to-quarter growth in action codes by theaverage, median and maximum number oaction codes per issue. In Q1, the averagewas 2.33. By Q4, it grew to 6.5 per issue.(See chart on the next page.)
The number o magazine titles containingat least one action code exceeded 90% orthe rst time in May. It rose to 96% in July
Advertising Accounts For Most Code Growth
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In December,
1 out of every
12 magazine
ad pages
contained a QR
code or other
action code.
Percentage of Ad Pages With A QR Or Action Code
600
550
500
450
400350
300
250
200
150
100
500
A
ction
Codes
5349
1829
1121 14
63
25
77 65
152
246
341352
264
307
482
Advertising
Editorial562 557
606
25
124
25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Top 100 Magazines (Jan-Dec 2011) Source: Nellymoser
8
7
6
5
4
3%A
d
Pa
ges
3.55%
4.02%
5.02%5.16%
4.96%
6.48%
5.76%
7.42%
7.96%
8.36%
Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: NellymoserTop 100 Magazines (March-Dec 2011)
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Overall, QR codes were the most widelyused codes, accounting or 72% o allaction codes. Microsot Tag was in secondplace with 25%.
Microsot Tag was the code o choice oreditorial and publisher use or the entireyear:
Q1: 57 o 58 editorial codes were Tag Q2: 115 o 123 editorial codes were Tag Q3: 90 o 102 editorial codes were Tag
Q4: 163 o 174 editorial codes were Tag
Digital watermarks rst entered the Top100 list in December. Nellymoser believesthis is the beginning o a trend.
and remained at that level or the rest othe year.
QR Codes and MS Tags Lead Market
Almost all o the action codes printed inthe Top 100 magazines during Q4 wereeither QR Codes or Microsot Tags (97%).At the beginning o the year, the marketwas closely split between QR codes andMicrosot Tags and they grew in parallel.However, in the middle o the year, thenumber o QR codes continued an upwardtrend, while Microsot Tags remainedwithin a relatively fat range. (See below.)
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Number of Action Codes Per Issue Jumped In 2011Q1 2011 Q2 2011 Q3 2011 Q4 2011
Average number ocodes per issue
2.33 4.23 4.83 6.50
Median number ocodes per issue
2 3 4 5
Greatest number o
codes in an issue
12 29 54 70
Number o action codes per issue or issues that contained at least one action code. Each weekly
issue o a weekly magazine counted as a separate issue.Almost all of
the action
codes printed
in the Top 100
magazines
during Q4 were
either QR Codes
or Microsoft
Tags (97%).
Action Code Market Share By Month
500
450
400
350
300
250
200
150
100
50
0
A
ction
Codes
Source: Nellymoser, Inc
Micros oft TagQR Code
Other
Jan Feb Mar Apr May Jun Jul Aug Sep
BEE
Digimarc
JagTag
MSFT Tag
QR
SpyderLynk
WIMO
AR
Type of Code
1
29
58
46
48
63
107
1
1
136
157
1
176
217
94
279
7
88
175
7
1
14
152
202
1
1
10
109
343
40
2
3
Oct Nov Dec
5
3
105
502
14
2
9
145
433
10
226
440
5
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How Action Codes Were Used
In contrast to last year, it is now rare or amagazine reader to be sent to a desktop-style web site ater scanning a code.Advertisers and editors are creating mobileexperiences designed to engage the readerwhile they are reading the magazine.
Most action codes were used or one or
more o the ollowing our purposes:
Branding and Demonstrations: Byar, the largest usage or action codeswas to showcase a video (54%). Thesevideos are oten created specically ormobile use. Examples include:
A behind-the-scenes look A product demonstration A how-to video An entertaining video
Data Capture and List Building (Opt-ins / Subscriptions / Sweepstakes):Action codes are eective or buildingdatabases (30%) because readers can
QR Codes and Microsoft Tags Lead Action Code UseQ4 2011 Q3 2011 Q2 2011 Q1 2011
QR Codes 72% 62% 61% 61%
Microsot Tag 25% 30% 38% 39%
SpyderLynk SnapTag 1% 4%
JagTag 1% 3%
All Others 1% 1% 1%
respond immediately and whereverthey are reading the magazine.
Sweepstakes were, by ar, the largestcontributor in this category. Whilesweeps can be run with one actioncode, there is a growing trend towardssweepstakes that span an entirepublication with multiple advertisersand editorial sections participating,each with its own code.
Smart Sweepstakes are increasingscan rates or advertisers. Ater a userscans and enters inormation, the smartsweepstakes remembers the usersentry data rom one scan to the next,enabling instant entry and reducingthe obstacles to orm submission.
Commerce (On-line Store, Brick-and-Mortar Store Locator / Coupon):
Readers can immediately scan andact on a desire to purchase. Links to acorporate e-commerce store led thecategory (19%) ollowed by in-app
P5
It is now rare
for a magazine
reader to
be sent to a
desktop-style
web site after
scanning a
code.
Mobile Engagements After The Scan
Engagement 2011 Q4 2011
Video 54% 44%
Opt-in /
Sweeps
30% 23%
Social Media 23% 16%
E-commerce 19% 19%
Store Locator 13% 11%
Coupon 11% 9%
Photo Gallery 11% 8%
Downloads 6% 5%
Recipes 5% 4%
Voting 1% 0%
NOTE: Columns total more than 100% because each action code may lead
to more than one engagement. For example, it may show a video and then
ofer to allow to share the video.
23%
Social Media
Source: Nellymoser, IncIn Top 100 Magazines 2011
54%
Video
11%Coupon
13%StoreLocator
win
30%
Opt-in/ Subscribe/Sweeps
19%
BuyOnline
4%Recipe
6%Download
11%Photo
Gallery
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More than
a third of all
codes (1619)
come from
companies
in just three
industries:
beauty, home
and fashion
store locators (13%). Somestore locators used thephones built-in GPS to ndthe nearest location.
Social Media: Action codeswere also used to enableFacebook, Twitter andemail sharing. In 2011, 23%
o codes enabled readersto share a video link orproduct inormation viasocial media. (NOTE: Onlysocial sharing that was parto the mobile campaignwas included. Some videocampaigns led to a YouTubeChannel, which in turn hasa social sharing eature.These were not counted.)
Top Industries and Brands
Nearly 40% o the action codesused in advertising (1619) camerom companies in three indus-tries: beauty, home and ash-ion. We also ound in our RetailStudy that companies in theseindustries led the action codeuse in stores.In the Retail Study, we ound
that stores targeting shoppersaged rom 14 to 30 withmoderately priced merchandisewere more likely to use QRcodes. Retailers using codesincluded aerie, American Eagle,BCBG Max Azria, Express,Forever 21, Gap, Madewell,PacSun, Pottery Barn Teen andSephora. These retailers like tobe seen as being on trend.
Similarly, ashionable brandslike John Frieda, LOreal,Cuisinart, Garnier and Revlonuse QR codes. They are a way todemonstrate trendiness and anedgy way or the consumer toconnect with the brand, whilereceiving some benets.
2011
Electronics
Health
Fashion
Home
Jewlery
Source: nellymoser
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
571
268250
165136 135
715
Beauty
Home
Fashion
Automotive
Health
Food/Beverage
Jewlery
Television
Electronics
Alcohol
243203
333
Television
Alcohol
Beauty
AutoFood/
Beverage
0
400
800
300
200
700
600
500
100
Top 10 Brands
Cuisinart
JohnFrieda
L'Oral
Cuisinart
Garnier
Revlon
Delta
Bose
HeartsonFire
Samsung
TagHeuer
8279
74 7267
57
44 4341 41
1. 2. 3. 4. 5. 6. 7. 8. 9. 9.
Revlon
Source: Nellymoser, Inc.
Jo hn Fr ie da
Delta
Samsung
GarnierLOreal
50
80
90
70
60
40
30
20
10
0
Bose Heartson Fire
Tag Heuer
Top 10 Industries
Top Magazine Titles
SELF Lucky
Source: Nellymoser, Inc
141136 136
126 123 121 121 120 118113
InStyle
ESPNMagazine
People
Self
EntertainmentWeekly
Allure
Glamour
Shape
UsWeekly
Lucky
RealSimple
150
0
75
125
50
25
100
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 1 1.
112
REALSIMPLE
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Top 10 Industries
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Ninety-six
percent of
the Top 100
magazine
titles
contained
at least one
action code in
2011.
Financial
Health
Home
Fashion
Food/
Beverage
Source: Nellymoser, Inc.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
219
145
124
75 73
57
272
Alcohol
Beauty
Beauty
Home
Fashion
Health
Jewlery
Food/Beverage
Automotive
Alcohol
Electronics
Financial
Electronics
109
85
161
0
150
200
100
50
250
300
Jewlery
Auto
Top 10 Brands
Q4 2011
Cuisinart
L'Oral
Bose
Revlon
Cuisinart
Trollbeads
Intel
Bulova
J.C.
Penney
Zappos
Samsung
36
3230
2523
2221 20 20 19
1. 2. 3. 4. 5. 6. 7. 8. 9. 9.
Revlon
Source: Nellymoser, In
Trollbeads
S a m sung
LOreal
20
35
40
30
25
15
10
5
0
Bulova
Bose
ZapposIntel J.C. Penney
In Q4, several brands madethe Top 10 list that had notmade it in previous quarters.This indicates that themarket or action codes isbroadening. New to the Top10 list are the ollowing:
Electronics companiesBose and Intel
Retailers J.C. Penny andZappos
Top 10 Magazine Titles
Ninety-six percent o the Top100 magazine titles containedat least one action code in2011. Thereore, a broadrange o readers spanning
demographic categories wereexposed to action codes in2011.
The Top 10 magazine titlesincluded 28% o all codes(1255), which emphasizes thebroad reach o codes.
Most o the codes withinthe Top 10 magazines werein womens magazine titles,which ocus on ashion,amily, and homemaking.This is probably because,as mentioned earlier, 40%o the action codes used inadvertising (1619) come romcompanies in three industries:beauty, home and ashion.They tend to advertise moreoten in these titles.
Hal o the magazine titles onthe Q4 Top 10 list were not onthe Top 10 list in Q3. Thesetitles were ESPN, People, Sel,Sports Illustrated, and Time.
Top 10 Magazine Titles
SELFREALSIMPLE
Source: Nellymoser, Inc.
7768
6461
57
52
Self
Shape
People
InStyle
RealSimple
SportsIllustrated
ESPNMagazine
Wired
Lucky
Time
0
40
80
20
60
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Lucky
SportsIllustrated
W I R E D TIME
49 47 45 42
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were accompanied with an icon showing
a smartphone scanning the code. By Q4,that had dropped to 5%.Hardly any codes were accompanied byan SMS campaign or people who did nothave action code readers.
There was very little change in thesestatistics during the course o the year.
Action Code Page Location
More than 90% o action codes are placed
on the bottom hal o the page, thetraditional location or a call to action.The diagram to the let divides the amagazine page into quadrants and showsby percentage where the action codesappeared. Numbers that overlap quadrantsindicate that a code crossed quadrantboundaries.
Conclusion and Key Findings
During 2011, Nellymoser reached these keyconclusions based on this study:
Mobile action codes, including QRcodes and Microsot Tags, continue togrow. From January to December, thenumber o codes grew 617%.
QR codes are becoming much morecommon in magazine advertising. InDecember, more than 8% o magazine
Action Code Text
By Q4, more than two-thirds o all actioncodes (1327 or 70%) were accompanied byinormation that described what happensater the scan. This is considered by manyto be a best practice and ollows thepattern o many other calls to action.
Beyond that, there is a clear trend movingaway rom embellishments. Few codeswere customized or have an icon adjacentto it.
For example, in Q2, 48% o all action codescontained an instruction regarding howto download a code reader. That droppedto 23% in Q4. In Q2, 17% o action codes
P8
Half of the
magazine
titles on the
Q4 Top 10 list
were not on
the Top 10 list
in Q3.
How Action Codes Appear In Print, Q4
2.7%
46.1%2.1%
39.7%
0.7%7.7%
0.6%
0.5%0%
Top 100 Magazines (Q4 2011)
Source: Nellymoser, Inc.
Source: nellymoser, Inc.
Scan to ShopGet the Free AppFrom NellymoserGo To: ScanNow.mobi
31%use color
are customized16%
5%have icon
describes destination70%
Or text SCAN to 800-555-1234
have instructions to get app23%
have choice to use SMS3%
In Top 100 Magazines (Q4 2011)
Page Location In Q4
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Copyright 2012 by Nellymoser, Inc. All Rights Reserved.
Not responsible or errors and all inormation is subject to change without notice. Nellymoser and the Nellymose r logo are
trademark s o Nellymoser, Inc. All other marks are the property o their respective owners.
About Nellymoser
Nellymoser, a mobile marketing andtechnology company, creates instant,interactive consumer engagements andrich media apps on mobile devices, such astablets and smartphones.
These engagements and apps range romcontests and product videos to interactivemultimedia engagements that can be
shared on social media (e.g., Facebook,and Twitter) and include e-commerceor instant product purchases. Many oNellymosers clients use us or respondingto action codes, such as 2D barcodes,QR codes, Microsot Tags, Digimarc
ad pages contained any type o code.This is up signicantly rom 3.6% inJanuary.
Microsot Tags remain widely used byeditors and integrated marketers atmagazines. Many o the multi-codecampaigns in a single issue, such assweepstakes, use Tag.
Almost all action code experienceshave been mobile-optimized.
Four types o campaigns dominate theuse o action codes:
Video demonstrations andbranding (e.g., a look behind thescenes)
Data capture and list building, withsweepstakes being an importantuse.
Links to e-commerce sites andstore locators or brick-and-mortarlocations.
Social media sharing with links toFacebook and Twitter.
The brands that most commonly usecodes are in the ashion, beauty and
home industries. In Q4, electronicsvendors are retailers entered the Top10 list or the rst time.
Two-thirds o action codes ollowthe best practice o describing whathappens ater the code is scanned.Other embellishments, such as the useo icons, are less common.
Nellymoser intends to update this reporton a regular basis to identiy trends.
Get notications o uture updates byollowing Nellymoser on Facebook athttp://www.acebook.com/nellymoser.
watermarks and NFC. Nellymoserscustomers include leading publishers,advertisers, retailers and consumerpackaged goods companies.
Nellymoser was ounded in 2000 and isheadquartered in Arlington, MA.
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