2D Barcodes are Here. Are You and Your Audience Ready?

2D Barcodes are Here Here.Are You and YourAudience Ready? visit Delvinia on your Mobile Insights for your business.370 King Street East, 5th FloorToronto, ON 1www.delvinia.com

Your Hosts Today visit Delvinia on your MobileAmy Sullivan Randy MathesonVP,VP Customer Insight Director, Director Emerging Media Insights for your business.370 King Street East, 5th FloorToronto, ON 2www.delvinia.com

Get to know Delvinia370 King Street East, 5th FloorToronto, ON 3www.delvinia.com

ABOUT DELVINIA Our Capabilities Creating experiences that Give us your opinions, we’ll enrich people’s lives. give you rewards!370 King Street East, 5th FloorToronto, ON 4www.delvinia.com

ABOUT DELVINIA Our Capabilities Customer Insights & analytics g y Tools Services Delvinia Digital MOSAIC Qualitative Research Delvinia Digital Canadians Quantitative Research SAS Capabilities Online Panel Management Web Analytics y Social Media Monitoring370 King Street East, 5th FloorToronto, ON 5www.delvinia.com

ABOUT DELVINIA Our Capabilities Digital Strategy Customer Experience Design Insights & analytics g y Tools Services Customer Delvinia Digital MOSAIC Qualitative Research Insight Delvinia Digital Canadians Quantitative Research SAS Capabilities Online Panel Management Web Analytics y Social Media Monitoring Digital Business Landscape Context370 King Street East, 5th FloorToronto, ON 6www.delvinia.com

ABOUT DELVINIA Our Capabilities Digital Strategy Customer Experience Design PROTOTYPE VALIDATION OPTIMIZATION Customer Insight DISCOVERY DESIGN DEVELOPMENT DEPLOY Digital Business Landscape Context PROTOTYPE VALIDATION OPTIMIZATION370 King Street East, 5th FloorToronto, ON 7www.delvinia.com

ABOUT DELVINIA Our Capabilities A Digital Strategy & Customer Experience Design Firm.370 King Street East, 5th FloorToronto, ON 8www.delvinia.com

ABOUT DELVINIA Our Experience370 King Street East, 5th FloorToronto, ON 9www.delvinia.com

What’s Up with 2D Bar Codes?370 King Street East, 5th FloorToronto, ON 10www.delvinia.com

Delvinia DIG Webinar 2D BarcodesMentionM ti 2D barcodes and might h b d d i ht hear… They’re l they don’t i they i Th ’ ugly, th d ’t fit in, th ruin the look of the design They are too much trouble to scan, a waste of time, and provide no value I feel awkward using my phone to scan 2D barcodes in public They are just the latest technology fad solving a problem that doesn’t exist370 King Street East, 5th FloorToronto, ON 11www.delvinia.com

Delvinia DIG Webinar 2D BarcodesDon’t lookD ’t l k now,but they’re everywhere?370 King Street East, 5th FloorToronto, ON 12www.delvinia.com

Delvinia DIG Webinar 2D BarcodesOur fi tO first 2D b barcode project d j t Aug, 2008: RBC’s Next Great Innovator poster re-directed re directed user to a mobile-optimized site for additional information about the competition. b h ii370 King Street East, 5th FloorToronto, ON 13www.delvinia.com

Delvinia DIG Webinar 2D Barcodes What is Wh t i a 2D B Barcode? d ? data data data Traditional 1D Code 2D Barcode • Can only be read in one direction • Can be read in any direction • Represents 13 characters p • Represent up to 7,089 characters p p370 King Street East, 5th FloorToronto, ON 14www.delvinia.com

Delvinia DIG Webinar 2D BarcodesWhyWh use a 2D B Barcode? d ?It’s an efficient way to connect thephysical world to onlineinformation or dataA convergence of traditional andmobile mediaAn alternative to typing URLsor using SMS shortcodes &keywordsMake print campaigns interactiveand measureable d bl370 King Street East, 5th FloorToronto, ON 15www.delvinia.com

Delvinia DIG Webinar 2D BarcodesHow do 2D Barcodes work?H d B d k? Media Scanning App Content370 King Street East, 5th FloorToronto, ON 16www.delvinia.com

Delvinia DIG Webinar 2D BarcodesIs thI the public ready for 2D Barcodes? bli d f B d ?In 2010 we showed people a QR p pcode and asked them what it was.Only 20% of smartphone ownerscould identify it correctly. The restsaid things like….• a maze or puzzle?• a bad carpet• a badly designed town with a tower at three corners• a lot of upside down crosses• a migraine waiting to happen• I have no idea370 King Street East, 5th FloorToronto, ON 17www.delvinia.com

Delvinia DIG Webinar 2D BarcodesIs the public ready for 2D Barcodes? 4 out of 5 smartphone owners have seen a 2D code, and 86% identify it correctly Base: Smartphone & Tablet Owners, N=428 370 King Street East, 5th Floor Toronto, ON 18 www.delvinia.com

Delvinia DIG Webinar 2D BarcodesIs thI the public ready for 2D Barcodes? bli d f B d ? Over 1 in 2 smartphone owners with the app have scanned a code in the past month. Base: Smartphone & Tablet Owners, N=428370 King Street East, 5th FloorToronto, ON 19www.delvinia.com

Delvinia DIG Webinar 2D BarcodesIs thI the public ready for 2D Barcodes? bli d f B d ? 1 in 5 scan a 2D barcode every week. Base: Active barcode scanners, N=163370 King Street East, 5th FloorToronto, ON 20www.delvinia.com

Delvinia DIG Webinar 2D BarcodesWhat Next?Wh t N t? 85% of those who have tried scanning a code would recommend it someone else else. Exploit the opportunities made possible through this great consumer ibl h h hi receptivity, and deliver the right the experience on the other end. Consumers are ready. 85%370 King Street East, 5th FloorToronto, ON 21www.delvinia.com

Delvinia DIG Webinar 2D BarcodesIs thI the public ready for 2D Barcodes? bli d f B d ? QR barcode scanning was up 1,200 percent in the second half of 2010. Mobios Naked Facts Report370 King Street East, 5th FloorToronto, ON 22www.delvinia.com

Delvinia DIG Webinar 2D BarcodesIs thI the public ready for 2D Barcodes? bli d f B d ? Mobile barcode scanning grew 1,600 1 600 percent in the year 2010. ScanLifes 2010 Trend Report370 King Street East, 5th FloorToronto, ON 23www.delvinia.com

Delvinia DIG Webinar 2D Barcodes Types of 2D barcodes Open source Open-source Quick Response code Data matrix code • They are free to use y • Information can be embedded in the code itself • Can be used without an internet connection for some actions • They can be read on a wide-variety of readers370 King Street East, 5th FloorToronto, ON 24www.delvinia.com

Delvinia DIG Webinar 2D Barcodes Proprietary 2D b P i t barcodes d Microsoft Tag ScanLife EZ Code BeeTagg • These require special readers q p • Require an internet connection • Can be used at a smaller size370 King Street East, 5th FloorToronto, ON 25www.delvinia.com

Delvinia DIG Webinar 2D Barcodes Direct vs InDirect vs. Action Info embedded Scanner • Easy to implement • Event is embedded inDIRECT code. • Changes would require a new code or scripting at destination • Tracking must be done at the server Only ID embedded Your website • Can be a less complex dot pattern Database INDIRECT • Longer life and more flexibility to change y g triggered events or destination in database • More options for tracking & measurement 370 King Street East, 5th Floor Toronto, ON 26 www.delvinia.com

Delvinia DIG Webinar 2D BarcodesNoN smartphone, no problem t h blJagTag• Can be used on any phone with a camera• Take a picture of code• Text picture to shortcode Sports Illustrated• Or send by email y Swimsuit Issue Promo• Receive text response or link to further info or content370 King Street East, 5th FloorToronto, ON 27www.delvinia.com

How to get started?370 King Street East, 5th FloorToronto, ON 28www.delvinia.com

Delvinia DIG Webinar 2D Barcodes Three most popular formats Th t l f t Quick Response code ScanLife EZ Code Microsoft Tag370 King Street East, 5th FloorToronto, ON 29www.delvinia.com

Delvinia DIG Webinar 2D BarcodesQR C d Codes Created by Japanese corporation Denso-Wave in 1994 to track auto parts Licensed as open-source. Free for anyone to create and use. By 2006 nearly every phone in Japan came with a QR scanning app370 King Street East, 5th FloorToronto, ON 30www.delvinia.com

Delvinia DIG Webinar 2D BarcodesEZ C d Codes Developed by ETH Zurich and licensed exclusively to ScanBuy Great for smaller executions due to its simplicity and low density Requires the ScanLife barcode Reader App370 King Street East, 5th FloorToronto, ON 31www.delvinia.com

Delvinia DIG Webinar 2D BarcodesMicrosoft TagMi ft T High Capacity Color Barcode (HCCB) introduced by Microsoft in 2009 Uses 4 colour triangles but can be appear as black & white also Requires the user to download the ‘tag’ reader app tag370 King Street East, 5th FloorToronto, ON 32www.delvinia.com

Delvinia DIG Webinar 2D BarcodesComparing 2D bC i barcodes d QR codes a point of view, Edwin Philogene,BBDO for digitallab370 King Street East, 5th FloorToronto, ON 33www.delvinia.com

Delvinia DIG Webinar 2D BarcodesWhat dWh t do you need to dtcreate a 2D barcode campaign? 2D barcode 2D barcode 2D barcode generator scanner app management & tracking service t ki i370 King Street East, 5th FloorToronto, ON 34www.delvinia.com

Delvinia DIG Webinar 2D Barcodes 2D b barcode generators d t Generator Ge e at Formats F at Generator Link Ge e at Li kBeQRious QR beqrious.com/generatorQR Stuff QR qrstuff.comQReate & Track QR qreateandtrack.com/ScanLife EZcode, QR, DataMatrix scanlife.comMicrosoft Tag Tag tag.microsoft.com 370 King Street East, 5th Floor Toronto, ON 35 www.delvinia.com

Delvinia DIG Webinar 2D Barcodes 2D b barcode readers d d Reader App Reade A Code Formats C de F at Download Li k D l ad LinkI-nigma QR, DataMatrix, UPC/EAN i-nigma.comRedLaser QR, UPC/EAN redlaser.comBeeTagg R dB T Reader QR, DataMatrix, BeeTagg QR D t M t i B T get.beetagg.com tb tScanLife EZcode, QR, DataMatrix, UPC/EAN getscanlife.comMicrosoft Tag Tag gettag.mobi 370 King Street East, 5th Floor Toronto, ON 36 www.delvinia.com

Delvinia DIG Webinar 2D Barcodes 2D b barcode t d tracking/measurement ki / t Generator Ge e at Formats F at Generator Link Ge e at Li kMMMobile/I-nigma QR, DataMatrix i-nigma.comBeQRious QR beqrious.comQR St ff Stuff QR qrstuff.com t ffQReate & Track QR qreateandtrack.com/ScanLife EZcode, QR, DataMatrix scanlife.comMicrosoft Tag Tag tag.microsoft.com 370 King Street East, 5th Floor Toronto, ON 37 www.delvinia.com

Best Practices370 King Street East, 5th FloorToronto, ON 38www.delvinia.com

Delvinia DIG Webinar 2D BarcodesHave an objective• Does the execution match a business objective• Don’t use 2D barcodes simply because you see everyone else using them Water Bottle from Wedding 2D Barcode contains links to site to upload photos370 King Street East, 5th FloorToronto, ON 39www.delvinia.com

Delvinia DIG Webinar 2D BarcodesKnow your audience• Is your audience tech savvy? Will they require additional guidance and education?• How have they responded to previous campaigns using mobile or emerging technologies?• Do enough of y g your users even have smartphones?370 King Street East, 5th FloorToronto, ON 40www.delvinia.com

Delvinia DIG Webinar 2D BarcodesAdd value• Don’t waste your user’s time• Keep the concept of mobile in mind• Don’t duplicate exactly what already exists on your website• If your call to action is ‘Read or Learn More’, think harder ,• Leave a good impression with the audience in exchange for their ff t th i effort370 King Street East, 5th FloorToronto, ON 41www.delvinia.com

STOP HERE! If you don’t have the first 3 Best Practices figured out, you may be using 2D barcodes for the wrong reason.370 King Street East, 5th FloorToronto, ON 42www.delvinia.com

Delvinia DIG Webinar 2D BarcodesKnow your environment Billboard next to busy highway• Refer back to size requirements• Consider angle of the signage Glare• Is there internet connectivity?• What is user behaviour? – are ? they rushing by, driving, sitting, standing• With TV, consider time that the code appears on screen370 King Street East, 5th FloorToronto, ON 43www.delvinia.com

Delvinia DIG Webinar 2D BarcodesDon tDon’t make me squat(or stretch)• Always consider placement of the code and make adjustments if you can• Place at a level that allows for easy scanning Too low Too low370 King Street East, 5th FloorToronto, ON 44www.delvinia.com

Delvinia DIG Webinar 2D Barcodes Size Matters• Min for QR codes 1.25” x 1.25” Microsoft Tag: .75” EZ C d Codes: .5” 5”• 10:1 ratio • 10cm away : 1cm • 1 metre : 10cm • 20 metres : 2 metres• Lower light or less colour contrast use 8:1 370 King Street East, 5th Floor Toronto, ON 45 www.delvinia.com

Delvinia DIG Webinar 2D BarcodesKeep It Simple Short URL Google Map Link VCard Info• Minimize the amount of information that will be stored in the 2D barcode• Use a URL shortener like Bit.ly to simplify Bit ly the link• Use a simplified 2D p barcode such as ScanLife’s EZ Codes or Microsoft Tag370 King Street East, 5th FloorToronto, ON 46www.delvinia.com

Delvinia DIG Webinar 2D BarcodesBeB creative… b t t t ti but test• A QR Code can be generated with up to a 30% error correction built in• Use that 30% to add other Los Angeles Convention Louis Vuitton graphical elements & Visitors Bureau• S ft th edges and round Soften the d d d the corners• Colours must contrast with background enough to be read by a QR code reader NewEra Caps N E C HBO True Blood T Bl d• Trail and error. Test370 King Street East, 5th FloorToronto, ON 47www.delvinia.com

Delvinia DIG Webinar 2D BarcodesSet expectations• Tell the user what they should expect once they scan the code• Make sure the destination is mobile-friendly• Consider type of media. Sharing audio or video can challenge bandwidth and g data plans. User may not be in an environment where they can watch or listen to content t t370 King Street East, 5th FloorToronto, ON 48www.delvinia.com

Delvinia DIG Webinar 2D BarcodesInclude instructions• Tell people what the 2D barcode is, and how to use it• Point users to a mobile barcode reader• Instruct non-smartphone users on an alternative way to access content y No instructions Great Instructions370 King Street East, 5th FloorToronto, ON 49www.delvinia.com

Delvinia DIG Webinar 2D BarcodesProvide an alternative• Consider users who do not have smartphones, or don’t have a 2D barcode scanning app• Include a alternative URL, URL but keep that simple as well• Use an SMS keyword y and shortcode Short URL www.td.com/find included in copy next to code370 King Street East, 5th FloorToronto, ON 50www.delvinia.com

Delvinia DIG Webinar 2D Barcodes Preferred Way to Access Mobile Content Base: Smartphone & Tablet Owners, N=428370 King Street East, 5th FloorToronto, ON 51www.delvinia.com

Delvinia DIG Webinar 2D BarcodesTest, test testTest test, test…did I mention test?• Test codes on different smartphone platforms• Test different scanning applications• Test the time it takes the user interaction to happen• Is the experience seamless?• Test size, lighting, environment• Test the alternative ways to access Poster wrapped around a light poll making contest t t this 2D barcode impossible to scan370 King Street East, 5th FloorToronto, ON 52www.delvinia.com

Examples370 King Street East, 5th FloorToronto, ON 53www.delvinia.com

Delvinia DIG Webinar 2D BarcodesWhere are they scanning… 58% 25% 22%370 King Street East, 5th FloorToronto, ON 54www.delvinia.com

Delvinia DIG Webinar 2D BarcodesWhere aren’t they scanning… 9% 9%370 King Street East, 5th FloorToronto, ON 55www.delvinia.com

Delvinia DIG Webinar 2D BarcodesWhy are they scanning…370 King Street East, 5th FloorToronto, ON 56www.delvinia.com

Delvinia DIG Webinar 2D BarcodesFree Stuff Stuff…• Client: First Bank• Free Books, Soduku or Crossword Puzzles• Expecting 7000 downloads in the 5 month campaign• 750 downloads in the first few weeks• 30 second download• 9% used QR code370 King Street East, 5th FloorToronto, ON 57www.delvinia.com

Delvinia DIG Webinar 2D BarcodesClassic Cocktails• Client: LCBO• February, 2011 Classic Cocktails promotion• Shelf signage featured EZ codes to keep the code readable by older mobile phones• Redirects to one of 24 classic cocktail recipes using a featured product• The angle of the shelf signage was p perfectly suited for scanning y g370 King Street East, 5th FloorToronto, ON 58www.delvinia.com

Delvinia DIG Webinar 2D BarcodesBackstage Pass• Client: Macy’s• Users could access fashion tips and beauty secrets• They did not emphasize the term QR code – they called it a Backstage Pass• Features a great instructional videos on using QR codes and used a SMS short code to download a scanning app• Included floor staff training. Sales p p people wore a lanyard allowing them y g to show customers how to use codes370 King Street East, 5th FloorToronto, ON 59www.delvinia.com

Delvinia DIG Webinar 2D BarcodesTim Burton Exhibit at TIFF• Client: RBC• QR Code linked to series of videos describing different parts of the exhibit• Poster includes instructions for downloading a scanning app and how to use the codes• RBC sponsored wifi within the exhibit. exhibit The signage includes the login information370 King Street East, 5th FloorToronto, ON 60www.delvinia.com

Delvinia DIG Webinar 2D BarcodesDelvinia eCeption• Internal Project• Lobby touchscreen• QR codes with embedded contact information for each team member• QR code with Google map link to our favourite restaurants in the neighbourhood370 King Street East, 5th FloorToronto, ON 61www.delvinia.com

Wrap It Up370 King Street East, 5th FloorToronto, ON 62www.delvinia.com

Delvinia DIG Webinar 2D BarcodesThings to Remember• Smartphone adoption is on the rise in Canada• QR codes are here, the public is curious and willing to try them• Keep your business objectives in mind• Always follow Best Practices• Provide instructions and alternative ways to access content• Measure and Track your campaign• Contact Delvinia, let’s talk about optimizing your digital experience370 King Street East, 5th FloorToronto, ON 63www.delvinia.com

Thanks!Visit us at delvinia.com facebook.com/delviniainteractive visit Delvinia on your Mobile twitter.com/delvinia linkedin.com/company/delvinia-interactive Insights for your business.370 King Street East, 5th FloorToronto, ON 64www.delvinia.com

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2D Barcodes are Here. Are You and Your Audience Ready?

by Delvinia Interactive on May 12, 2011

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2D Barcodes are Here. Are You and Your Audience Ready? — Presentation Transcript