I was involved in a discussion last night with some great people from various advertising agencies that had been involved in recent QR Code campaigns. Unsurprisingly we talked a lot about QR Codes but I asked them a question that has been puzzling me since I read Nellymoser’s recent analyses of 2d barcodes in magazine advertising.
The analyses reveals that “Editors continue to prefer Microsoft Tags. Ninety of the 102 editorial action codes printed in Q3 were MS Tags (88%). This percentage is almost the same as Q2 when 115 of the 123 action codes used in editorial were Microsoft Tag (93%)“. Given that QR Codes outnumbered MS Tags on non-editorial pages two to one I wondered what brought Editors to the opposite conclusion to that of their advertisers?
When I put the question there was no shortage of answers, “Editors love bling”, “They have been influenced by Microsoft” and “They want to differentiate themselves from the advertisers” were popular responses. The most thoughtful explanation came in the form “Anecdotal evidence suggests that for the same ad in the same magazine QR Codes are twenty times more likely to be scanned than an MS Tag. Advertisers are generally aware of this and Editors are not”.
Personally I am not totally convinced by any of the explanations I heard and would like to know what you think. Any bright ideas or observations?