Black, White, and Read All Over

After analyzing over 7,300 ads containing 2D codes, Competitrack has produced a report that provides a bird’s-eye view of the 2D code advertising landscape in 2011.

Some of the report’s key findings include:

• 2D code usage rose dramatically throughout 2011. While less than 1% of all print ads in January featured a 2D code, this increased to over 6% of all print ads during the final 4 months of the year.
• More than 2,300 advertisers used a 2D code in an ad during the year, with the vast majority (95%) using these codes in print executions.
• While many advertisers are still experimenting with this tactic, some appear to have fully embraced it, using 2D codes in anywhere from 25% to 80% of their total print advertisements.

Among the 30,000+ national and regional advertisers that Competitrack monitors, the report identifies the top 30 users of 2D code advertising in 2011. The report also covers the different types of landing page content to which the codes pointed, and examples of the different ways many top advertisers used 2D codes in order to engage their consumers.