The number of mobile activations in the US’ top 100 magazines by circulation has grown from just 352 in Q1 2011 to 2,252 in Q4 2012, details Nellymoser in a new report. Besides the growth in action code use, the study also reveals some interesting shifts in their deployment, growing editorial engagement and use of image-based technologies. For example, roughly 17.6% of mobile activations appeared on editorial pages during 2012. In December 2011, there were 25 advertising codes for each editorial code.
The report also documents the rise in image-based activation, driven by either invisible watermarks or image recognition, which represented slightly less than 20% of all activations during 2012. Augmented reality has also grown in influence, to almost 10% of all mobile activation points in the latter part of the year.
QR codes remain the dominant trigger, at 68% of activations in 2012, but have seen their leading share erode. QR codes comprised up to 85% of magazine action codes in April and June of 2012. By contrast, Digimarc activations rose to a peak of 362 in Q3, from just 5 in all of 2011. Read the rest at MarketingCharts.