In contrast to last year, it is now rare for a magazine reader to be sent to a desktop-style web site after scanning a code. Advertisers and editors are creating mobile experiences designed to engage the reader while they are reading the magazine.

Branding and Demonstrations

By far, the largest usage for action codes was to showcase a video (54%). These videos are often created specifically for mobile use. Examples include:

• A behind-the-scenes look
• A product demonstration
• A how-to video
• An entertaining video

Data Capture and List Building (Opt-in / Subscribe / Sweepstakes)

Action codes are effective for building databases (30%) because readers can respond immediately and wherever they are reading the magazine.

Sweepstakes were, by far, the largest contributor in this category. While sweeps can be run with one action code, there is a growing trend towards sweepstakes that span an entire publication with multiple advertisers and editorial sections participating, each with its own code.

“Smart Sweepstakes” are increasing scan rates for advertisers. After a user scans and enters information, the smart sweepstakes remembers the user’s entry data from one scan to the next, enabling instant entry and reducing the obstacles to form submission.

Commerce (On-line Store, Brick-and-Mortar Store Locator, Coupon)

Readers can immediately scan and act on a desire to purchase. Links to a corporate e-commerce store led the category (19%) followed by in-app store locators (13%). Some store locators used the phone’s built-in GPS to find the nearest location.

Social Media

Action codes were also used to enable Facebook, Twitter and email sharing. In 2011, 23% of codes enabled readers to share a video link or product information via social media. (NOTE: Only social sharing that was part of the mobile campaign was included. Some video campaigns led to a YouTube Channel, which in turn has a social sharing feature. These were not counted.)