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

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

1
Your Hosts Today
Amy Sullivan
VP, VP Customer Insight
Randy Matheson
Director, Director Emerging Media

2
Get to know Delvinia
ABOUT DELVINIA
Our Capabilities
Creating experiences that enrich peoples lives.
Give us your opinions, well give you rewards!
ABOUT DELVINIA
Our Capabilities
Customer Insights & analytics g y

Tools
Delvinia Digital MOSAIC Delvinia Digital Canadians SAS Capabilities
Services
Qualitative Research Quantitative Research Online Panel Management Web Analytics y Social Media Monitoring
ABOUT DELVINIA
Our Capabilities
Digital Strategy
Customer Insight
Customer Experience Design Insights & analytics g y

Tools
Delvinia Digital MOSAIC Delvinia Digital Canadians SAS Capabilities
Services
Qualitative Research Quantitative Research Online Panel Management Web Analytics y Social Media Monitoring
Digital
Landscape
Business Context
ABOUT DELVINIA
Our Capabilities
Digital Strategy
Customer Insight
Customer Experience Design

PROTOTYPE VALIDATION OPTIMIZATION
DISCOVERY
DESIGN
DEVELOPMENT
DEPLOY
Digital
Landscape
Business Context
PROTOTYPE
VALIDATION
OPTIMIZATION
ABOUT DELVINIA
Our Capabilities
Digital Strategy & Customer Experience Design

Firm.
ABOUT DELVINIA
Our Experience
Whats Up with 2D Bar Codes?
10
Delvinia DIG Webinar
2D Barcodes Mention M ti 2D barcodes and might h b d d i ht hear

Theyre l they dont 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 doesnt exist
11
2D Barcodes Dont look D t l k now, but theyre everywhere?
12
2D Barcodes Our fi t O first 2D b barcode project d j t
Aug, 2008: RBCs Next Great Innovator poster re-directed re directed user to a mobile-optimized site for additional information about the competition. b h ii
13
2D Barcodes What is Wh t i a 2D B Barcode? d ?

data data
data
Traditional 1D Code Can only be read in one direction Represents 13 characters p

2D Barcode Can be read in any direction Represent up to 7,089 characters p p
14
2D Barcodes Why Wh use a 2D B Barcode? d ?

Its an efficient way to connect the physical world to online information or data A convergence of traditional and mobile media An alternative to typing URLs or using SMS shortcodes & keywords Make print campaigns interactive and measureable d bl
15
2D Barcodes How do 2D Barcodes work? H d B d k?
Media
Scanning App
Content
16
2D Barcodes Is th I the public ready for 2D Barcodes? bli d f B d ?

In 2010 we showed people a QR p p code and asked them what it was. Only 20% of smartphone owners could identify it correctly. The rest said 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 idea
17
2D Barcodes Is 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

18

Over 1 in 2 smartphone owners with the app have scanned a code in the past month.

19

1 in 5 scan a 2D barcode every week.
Base: Active barcode scanners, N=163

20
2D Barcodes What 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%
21

QR barcode scanning was up 1,200 percent in the second half of 2010.
Mobio's Naked Facts Report
22

Mobile barcode scanning grew 1,600 1 600 percent in the year 2010.
ScanLife's 2010 Trend Report
23
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 readers
24
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 size
25
2D Barcodes Direct vs InDirect vs.

Action Info embedded DIRECT Only ID embedded Database Your website
Can be a less complex dot pattern Longer life and more flexibility to change y g triggered events or destination in database More options for tracking & measurement
Scanner
Easy to implement Event is embedded in code. Changes would require a new code or scripting at destination Tracking must be done at the server
INDIRECT
26
2D Barcodes No N smartphone, no problem t h bl

JagTag Can be used on any phone with a camera Take a picture of code Text picture to shortcode Or send by email y Receive text response or link to further info or content
Sports Illustrated Swimsuit Issue Promo
27
How to get started?
28
2D Barcodes Three most popular formats Th t l f t
Quick Response code
ScanLife EZ Code
Microsoft Tag
29
2D Barcodes QR 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 app
30
2D Barcodes EZ 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 App
31
2D Barcodes Microsoft Tag Mi 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 tag
32
2D Barcodes Comparing 2D b C i barcodes d
QR codes a point of view, Edwin Philogene,BBDO for digitallab
33
2D Barcodes What d Wh t do you need to dt create a 2D barcode campaign?
2D barcode generator
2D barcode scanner app
2D barcode management & tracking service t ki i
34
2D Barcodes 2D b barcode generators d t

Generator Ge e at Formats F at Generator Link Ge e at Li k
BeQRious QR Stuff QReate & Track ScanLife Microsoft Tag
QR QR QR EZcode, QR, DataMatrix Tag
beqrious.com/generator qrstuff.com qreateandtrack.com/ scanlife.com tag.microsoft.com
35
2D Barcodes 2D b barcode readers d d

Reader App Reade A Code Formats C de F at Download Li k D l ad Link
I-nigma RedLaser BeeTagg R d B T Reader ScanLife Microsoft Tag
QR, DataMatrix, UPC/EAN QR, UPC/EAN QR, DataMatrix, BeeTagg QR D t M t i B T EZcode, QR, DataMatrix, UPC/EAN Tag
i-nigma.com redlaser.com get.beetagg.com tb t getscanlife.com gettag.mobi
36
2D Barcodes 2D b barcode t d tracking/measurement ki / t

Generator Ge e at Formats F at Generator Link Ge e at Li k
MMMobile/I-nigma BeQRious QR St ff Stuff QReate & Track ScanLife Microsoft Tag
QR, DataMatrix QR QR QR EZcode, QR, DataMatrix Tag
i-nigma.com beqrious.com qrstuff.com t ff qreateandtrack.com/ scanlife.com tag.microsoft.com
37
Best Practices
38
2D Barcodes Have an objective
Does the execution match a business objective Dont use 2D barcodes simply because you see everyone else using them
Water Bottle from Wedding 2D Barcode contains links to site to upload photos
39
2D Barcodes Know 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?
40
2D Barcodes Add value
Dont waste your users time Keep the concept of mobile in mind Dont 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 effort
41
STOP HERE! If you dont have the first 3 Best Practices figured out, you may be using 2D barcodes for the wrong reason.
42
2D Barcodes Know your environment

Billboard next to busy highway
Refer back to size requirements Consider angle of the signage Is there internet connectivity? What is user behaviour? are they rushing by, driving, sitting, standing With TV, consider time that the code appears on screen
Glare
43
2D Barcodes Don t Dont 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 low
44
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
45
2D Barcodes Keep 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 ScanLifes EZ Codes or Microsoft Tag
46
2D Barcodes Be B 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 graphical elements 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 Trail and error. Test
Los Angeles Convention & Visitors Bureau
Louis Vuitton
NewEra Caps N E C
HBO True Blood T Bl d
47
2D Barcodes Set 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 t
48
2D Barcodes Include 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 Instructions
49
2D Barcodes Provide an alternative
Consider users who do not have smartphones, or dont 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 code
50
2D Barcodes
Preferred Way to Access Mobile Content

51
2D Barcodes Test, test test Test 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 contest t t
Poster wrapped around a light poll making this 2D barcode impossible to scan
52
Examples
53
2D Barcodes
Where are they scanning
58%
25%
22%
54
2D Barcodes
Where arent they scanning
9%
9%
55
2D Barcodes
Why are they scanning
56
2D Barcodes Free 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 code
57
2D Barcodes Classic 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 g
58
2D Barcodes Backstage Pass

Client: Macys 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 codes
59
2D Barcodes Tim 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 information
60
2D Barcodes Delvinia 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 neighbourhood
61
Wrap It Up
62
2D Barcodes Things 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, lets talk about optimizing your digital experience
63
Thanks!
Visit us at delvinia.com
facebook.com/delviniainteractive twitter.com/delvinia linkedin.com/company/delvinia-interactive


64

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

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

visit Delvinia on your Mobile

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Insights for your business.

Your Hosts Today

visit Delvinia on your Mobile

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Insights for your business.

Get to know Delvinia

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Creating experiences that enrich peoples lives.

Give us your opinions, well give you rewards!

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Customer Insights & analytics g y

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Customer Experience Design Insights & analytics g y

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Customer Experience Design

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Digital Strategy & Customer Experience Design

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Whats Up with 2D Bar Codes?

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Delvinia DIG Webinar

2D Barcodes Mention M ti 2D barcodes and might h b d d i ht hear

Delvinia DIG Webinar

2D Barcodes Dont look D t l k now, but theyre everywhere?

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Delvinia DIG Webinar

2D Barcodes Our fi t O first 2D b barcode project d j t

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Delvinia DIG Webinar

2D Barcodes What is Wh t i a 2D B Barcode? d ?

Traditional 1D Code Can only be read in one direction Represents 13 characters p

2D Barcode Can be read in any direction Represent up to 7,089 characters p p

Delvinia DIG Webinar

2D Barcodes Why Wh use a 2D B Barcode? d ?

Delvinia DIG Webinar

2D Barcodes How do 2D Barcodes work? H d B d k?

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Delvinia DIG Webinar

2D Barcodes Is th I the public ready for 2D Barcodes? bli d f B d ?

Delvinia DIG Webinar

2D Barcodes Is the public ready for 2D Barcodes?

Base: Smartphone & Tablet Owners, N=428

Delvinia DIG Webinar

2D Barcodes Is th I the public ready for 2D Barcodes? bli d f B d ?

Base: Smartphone & Tablet Owners, N=428

Delvinia DIG Webinar

2D Barcodes Is th I the public ready for 2D Barcodes? bli d f B d ?

Base: Active barcode scanners, N=163

Delvinia DIG Webinar

2D Barcodes What Next? Wh t N t?

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Delvinia DIG Webinar

2D Barcodes Is th I the public ready for 2D Barcodes? bli d f B d ?

Mobio's Naked Facts Report

370 King Street East, 5th Floor Toronto, ON www.delvinia.com

Delvinia DIG Webinar

2D Barcodes Is th I the public ready for 2D Barcodes? bli d f B d ?

ScanLife's 2010 Trend Report