As shown in the chart above for Q2 2012, video is by far the most widely used mobile experience (40%). Sweepstakes and social media are the next most common uses, with each being around 20%.
Nellymoser scanned every code, activated each campaign, watched each video and completed actions requested for the mobile campaigns. Our qualitative analysis is that most action codes were used for one or more of the following four purposes:
Branding and Demonstrations
By far, the largest usage for action codes was to showcase a video (35%). 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 because readers can respond immediately and wherever they are reading the magazine.
Sweepstakes were, by far, the largest contributor in this category. While a sweeps can be run with just one action code, there is a growing trend towards sweepstakes that us multiple codes and span an entire issue with multiple advertisers and editorial sections participating.
“Smart Sweepstakes” are also used to increase scan rates. After a user scans and enters information, the smart sweepstakes retains 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 at 21% followed by in-app store locators at 11%. Some store locators used the phone’s built-in GPS to find the nearest location.
Action codes were also used to enable Facebook, Twitter and to connect to email. In Q1, 18% 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.)