You are on page 1of 64

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

visit Delvinia on your Mobile

Amy Sullivan
VP, VP Customer Insight

Randy Matheson
Director, Director Emerging Media

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

Insights for your business.
2

Get to know Delvinia

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

3

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

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

delvinia. ON www.com 6 . 5th Floor Toronto.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 370 King Street East.

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 370 King Street East. 5th Floor Toronto.delvinia. ON www.com 7 .

ABOUT DELVINIA

Our Capabilities

A

Digital Strategy & Customer Experience Design
Firm.

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

8

ABOUT DELVINIA

Our Experience

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

9

What’s Up with 2D Bar Codes?

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

10

delvinia. th d ’t fit in. 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 exist 370 King Street East.com 11 . a waste of time. th ruin the look of the design They are too much trouble to scan.Delvinia DIG Webinar 2D Barcodes Mention M ti 2D barcodes and might h b d d i ht hear… They’re l they don’t i they i Th ’ ugly. ON www. 5th Floor Toronto.

5th Floor Toronto. but they’re everywhere? 370 King Street East.Delvinia DIG Webinar 2D Barcodes Don’t look D ’t l k now. ON www.delvinia.com 12 .

com 13 . 2008: RBC’s Next Great Innovator poster re-directed re directed user to a mobile-optimized site for additional information about the competition. ON www. b h ii 370 King Street East.Delvinia DIG Webinar 2D Barcodes Our fi t O first 2D b barcode project d j t Aug.delvinia. 5th Floor Toronto.

5th Floor Toronto.Delvinia DIG Webinar 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 370 King Street East. ON www.089 characters p p 14 .com 2D Barcode • Can be read in any direction • Represent up to 7.delvinia.

delvinia.Delvinia DIG Webinar 2D Barcodes Why Wh use a 2D B Barcode? d ? It’s 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 370 King Street East.com 15 . ON www. 5th Floor Toronto.

Delvinia DIG Webinar 2D Barcodes How do 2D Barcodes work? H d B d k? Media Scanning App Content 370 King Street East.delvinia.com 16 . 5th Floor Toronto. ON www.

The rest said things like….Delvinia DIG Webinar 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.com 17 .delvinia. 5th Floor Toronto. • 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 370 King Street East. ON www. Only 20% of smartphone owners could identify it correctly.

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

com 19 . ON www. Base: Smartphone & Tablet Owners.delvinia. N=428 370 King Street East.Delvinia DIG Webinar 2D Barcodes Is th I 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. 5th Floor Toronto.

Base: Active barcode scanners. N=163 370 King Street East. 5th Floor Toronto. ON www.com 20 .delvinia.Delvinia DIG Webinar 2D Barcodes Is th I the public ready for 2D Barcodes? bli d f B d ? 1 in 5 scan a 2D barcode every week.

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

delvinia.Delvinia DIG Webinar 2D Barcodes Is th I the public ready for 2D Barcodes? bli d f B d ? QR barcode scanning was up 1.com 22 .200 percent in the second half of 2010. ON www. Mobio's Naked Facts Report 370 King Street East. 5th Floor Toronto.

5th Floor Toronto. ScanLife's 2010 Trend Report 370 King Street East.Delvinia DIG Webinar 2D Barcodes Is th I the public ready for 2D Barcodes? bli d f B d ? Mobile barcode scanning grew 1. ON www.delvinia.600 1 600 percent in the year 2010.com 23 .

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 readers 370 King Street East.com 24 .delvinia. ON www. 5th Floor Toronto.

ON www.delvinia. 5th Floor Toronto.com 25 .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 size 370 King Street East.

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 370 King Street East. 5th Floor Toronto. ON www.Delvinia DIG Webinar 2D Barcodes Direct vs InDirect vs. • Changes would require a new code or scripting at destination • Tracking must be done at the server INDIRECT 26 .delvinia.com Scanner • Easy to implement • Event is embedded in code.

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 370 King Street East.com Sports Illustrated Swimsuit Issue Promo 27 .Delvinia DIG Webinar 2D Barcodes No N smartphone. ON www.delvinia. 5th Floor Toronto.

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

ON www.com 29 . 5th Floor Toronto.Delvinia DIG Webinar 2D Barcodes Three most popular formats Th t l f t Quick Response code ScanLife EZ Code Microsoft Tag 370 King Street East.delvinia.

Free for anyone to create and use. By 2006 nearly every phone in Japan came with a QR scanning app 370 King Street East.Delvinia DIG Webinar 2D Barcodes QR C d Codes Created by Japanese corporation Denso-Wave in 1994 to track auto parts Licensed as open-source. 5th Floor Toronto.com 30 . ON www.delvinia.

5th Floor Toronto.com 31 .Delvinia DIG Webinar 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 370 King Street East.delvinia. ON www.

5th Floor Toronto.delvinia.Delvinia DIG Webinar 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 370 King Street East.com 32 . ON www.

5th Floor Toronto.delvinia. ON www.com 33 .Delvinia DIG Webinar 2D Barcodes Comparing 2D b C i barcodes d QR codes a point of view. Edwin Philogene.BBDO for digitallab 370 King Street East.

com 2D barcode scanner app 2D barcode management & tracking service t ki i 34 . ON www.Delvinia DIG Webinar 2D Barcodes What d Wh t do you need to dt create a 2D barcode campaign? 2D barcode generator 370 King Street East.delvinia. 5th Floor Toronto.

com 35 .com qreateandtrack. 5th Floor Toronto.com tag. DataMatrix Tag beqrious. ON www.Delvinia DIG Webinar 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.com/ scanlife.com 370 King Street East.microsoft. QR.com/generator qrstuff.delvinia.

com gettag. 5th Floor Toronto.com 36 . UPC/EAN QR.beetagg. DataMatrix.com redlaser. UPC/EAN Tag i-nigma. BeeTagg QR D t M t i B T EZcode.mobi 370 King Street East.delvinia.com tb t getscanlife. QR. ON www. UPC/EAN QR.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 Link I-nigma RedLaser BeeTagg R d B T Reader ScanLife Microsoft Tag QR. DataMatrix.com get. DataMatrix.

com tag.delvinia.microsoft.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 k MMMobile/I-nigma BeQRious QR St ff Stuff QReate & Track ScanLife Microsoft Tag QR. ON www. QR.com beqrious.com qrstuff.com 37 . DataMatrix QR QR QR EZcode. 5th Floor Toronto. DataMatrix Tag i-nigma.com 370 King Street East.com/ scanlife.com t ff qreateandtrack.

delvinia.com 38 .Best Practices 370 King Street East. ON www. 5th Floor Toronto.

delvinia.Delvinia DIG Webinar 2D Barcodes Have 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 photos 370 King Street East. ON www. 5th Floor Toronto.com 39 .

delvinia. 5th Floor Toronto. ON www.com 40 .Delvinia DIG Webinar 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? 370 King Street East.

Learn More’.delvinia.Delvinia DIG Webinar 2D Barcodes Add 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 . ON www. 5th Floor Toronto. think harder • Leave a good impression with the audience in exchange for their ff t th i effort 370 King Street East.com 41 .

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

Delvinia DIG Webinar 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. consider time that the code appears on screen Glare ? 370 King Street East. ON www.delvinia.com 43 . driving. 5th Floor Toronto. sitting. standing • With TV.

ON www.Delvinia DIG Webinar 2D Barcodes Don t Don’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 low 370 King Street East.com 44 . 5th Floor Toronto.delvinia.

25” Microsoft Tag: .75” EZ C d Codes: .com 45 . 5th Floor Toronto.Delvinia DIG Webinar 2D Barcodes Size Matters • Min for QR codes 1.25” x 1.delvinia. ON www.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.

com 46 .delvinia.ly to simplify Bit ly the link • Use a simplified 2D p barcode such as ScanLife’s EZ Codes or Microsoft Tag 370 King Street East. 5th Floor Toronto.Delvinia DIG Webinar 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. ON www.

com Los Angeles Convention & Visitors Bureau Louis Vuitton NewEra Caps N E C HBO True Blood T Bl d 47 .delvinia. ON www.Delvinia DIG Webinar 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 370 King Street East. 5th Floor Toronto.

com 48 . User may not be in an environment where they can watch or listen to content t t 370 King Street East. 5th Floor Toronto. Sharing audio or video can challenge bandwidth and g data plans.delvinia. ON www.Delvinia DIG Webinar 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.

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 370 King Street East. 5th Floor Toronto.delvinia.com 49 .Delvinia DIG Webinar 2D Barcodes Include instructions • Tell people what the 2D barcode is. ON www.

delvinia.td.com 50 . ON www. URL but keep that simple as well • Use an SMS keyword y and shortcode Short URL www.com/find included in copy next to code 370 King Street East. 5th Floor Toronto. or don’t have a 2D barcode scanning app • Include a alternative URL.Delvinia DIG Webinar 2D Barcodes Provide an alternative • Consider users who do not have smartphones.

ON www. N=428 370 King Street East.Delvinia DIG Webinar 2D Barcodes Preferred Way to Access Mobile Content Base: Smartphone & Tablet Owners.com 51 .delvinia. 5th Floor Toronto.

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.Delvinia DIG Webinar 2D Barcodes Test. 5th Floor Toronto. environment • Test the alternative ways to access contest t t 370 King Street East. test test Test test. ON www.com Poster wrapped around a light poll making this 2D barcode impossible to scan 52 .delvinia. lighting.

com 53 . 5th Floor Toronto.delvinia.Examples 370 King Street East. ON www.

Delvinia DIG Webinar 2D Barcodes Where are they scanning… 58% 370 King Street East.delvinia. 5th Floor Toronto. ON www.com 25% 22% 54 .

delvinia.com 9% 55 . ON www. 5th Floor Toronto.Delvinia DIG Webinar 2D Barcodes Where aren’t they scanning… 9% 370 King Street East.

Delvinia DIG Webinar 2D Barcodes Why are they scanning… 370 King Street East.com 56 . 5th Floor Toronto.delvinia. ON www.

Delvinia DIG Webinar 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 370 King Street East. ON www.com 57 . 5th Floor Toronto.delvinia.

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 370 King Street East. ON www.com 58 .Delvinia DIG Webinar 2D Barcodes Classic Cocktails • Client: LCBO • February.delvinia. 5th Floor Toronto.

delvinia.com 59 . Sales p p people wore a lanyard allowing them y g to show customers how to use codes 370 King Street East.Delvinia DIG Webinar 2D Barcodes Backstage 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. ON www. 5th Floor Toronto.

Delvinia DIG Webinar 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. ON www. 5th Floor Toronto.delvinia.com 60 . exhibit The signage includes the login information 370 King Street East.

Delvinia DIG Webinar 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 370 King Street East.delvinia. ON www. 5th Floor Toronto.com 61 .

5th Floor Toronto.com 62 . ON www.Wrap It Up 370 King Street East.delvinia.

let’s talk about optimizing your digital experience 370 King Street East. ON www. 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.Delvinia DIG Webinar 2D Barcodes Things to Remember • Smartphone adoption is on the rise in Canada • QR codes are here. 5th Floor Toronto.delvinia.com 63 .

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