Nellymoser’s quarterly report on 2d barcodes in magazine advertising analyses all of the pages in the top 100 newsstand magazines. They scan every QR Code, Microsoft Tag, SnapTag, BEE Tag, JagTag and Digimarc watermark and to where it resolves. This provides some interesting data such as how many codes are customized, have instructions or describe the destination (image below). The type of mobile engagement launched by the 2d barcodes is also illuminating, with videos at the top of the table (image below). You can get a copy of the full report here.