Mobile Making Major Splash in Traditional Print Magazine Ads

Print magazines may be loosing ground to their digital counterparts, but mobile technologies have still found their way inside the pages of most issues available  today on your closest newsstand.

According to a new study by mobile marketing and technology services company, Nellymoser Inc., QR codes, digital watermarks, image recognition and other types of mobile action codes are now printed in the top 100 U.S. magazines.

The rate of these attributes of the mobile ad space turning up inside magazines reached a record number in Q2. A total of 2200 codes were printed during the quarter, up from 1365 in Q1 (61% growth). More than 10% of advertisements contained a code, which was double the 5% rate from just one year ago.

Other findings include:

  • The number of brands that have adopted mobile action codes jumped to 598 in Q2, up from 451 in Q1 – a 33% increase.
  • For the first time every magazine in the study contained at least one code.
  • QR codes continue to be the clear action code market leader, maintaining more than an 80% market share since December 2011.

“Mobile activation has really taken hold in magazine advertising. Nearly 600 brands and every one of the top magazines have embraced print-to-mobile as a core marketing strategy,” said Roger Matus, Executive Vice President of Nellymoser and co-author of the Nellymoser study. “Action codes bring print pages to life and engage readers in ways that can’t be duplicated with a static ad. Based on what we’re seeing in our research, we anticipate more than 1000 codes per month will run in the top 100 magazines starting in September 2012.”

To check out the report in full (and for free), click here.