Ad Age | Decoded: How Many Readers Use Magazine Ads’ 2-D Barcodes ::4% on average; highs in teens::

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Four percent of magazine readers who noted ads with 2-D barcodes in the first half of this year actually took out their phones and snapped a picture at least once, according to GfK MRI Starch Advertising Research.

Many ads did better: a Porsche ad in Men’s Journal, a Microsoft Office ad in Working Mother and a bedding ad in Hemispheres, the in-flight magazine, all made GfK MRI Starch’s list of the best-performing ads with 2-D barcodes. Among the people who saw the Porsche ad in Men’s Journal, for example, 17% took a picture of its code.

Reach the full piece at adage.com

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