Even though QR codes still represent the majority of print-to-mobile activations in print and retail, brands and publishers are not clamoring to use the technology like they once did.
Last year, mobile bar codes ruled the mobile space – they were placed everywhere – from billboards, to clothing tags to magazine pages. However, perhaps in large part to lack of education, it seems the technology has lost some of its glimmer.
“Yes the spark has faded,” said Matthew Szerencse, market development manager of Digimarc, Beaverton, OR. “QR Codes take up valuable real estate and don’t offer brands any creative control. Brands don’t want to place a generic black and white box all over their creative,” he said. “Seventeen Magazine has used over 250 imperceptible digital watermarks in multiple issues. There is no way a publication like Seventeen can place 250 QR codes in their publication without being obnoxious.”
Via Roland Schegg