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IAB Italy forum in Rome last week

3 years ago
by admin in


Last week happened in Rome – for the first time – the IAB Italia forum. The association belonging to Interactive Advertising Bureau. The mother association founded in 1996 represents over 375 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. In Italy the organization reached over 100 members including Jetix Europe Srl and Irregular Strategy Media -Gruppo CEPU.

IAB Italia after 10 years from its birth, doubles its annual appointment enlarging from Milan to Rome, the Roman events didn’t add a lot to the Milan event in term of content, the location has been added to be closer to South and Central member and advertising and media companies.

An important annouce has been given during the conference: the birth of Audiweb. Following the Press release of last 8 April show the partecipation of Italian market leader such as Nielsen Online, Doxa.

Unfortunately few words during the event about mobile advertising, all the adverts was related to Internet part of the advertising, due to the effort to convince agencies and big spenders to increase their 3% of global funds dedicated to the Internet, mobile side of the world still missing.

Referring to the last year numbers presented the investement in Advertising in Italy passed globally from 5,432 to 5,492 M€ with an increase of 1.1%, instead the Internet part of the story increased from 115 to 165 M€ with an increase of  42.9%.

3 years ago
by admin in

Waiting an huge penetration of NFC phones, at least in advertising fields, the NFC Smart Poster could be easily substituted by QR Code.

A QR Sample follows, it could be easily attached on brochure, posters and can carry a lot of informations, the reader could read the content and decide to present info at the user and download or send some other info at the backend for processing.

Buying a ticket for differnt metro zones could be more easy for instance.

A QR Code

A QR Code is a matrix code (or two-dimensional bar code) created by Japanese corporation Denso-Wave in 1994. The “QR” is derived from “Quick Response”, as the creator intended the code to allow its contents to be decoded at high speed.

QR Codes are becoming, specially in far east, more common than the most popular type of two dimensional code. It can contains:

Numeric only: Max. 7,089 characters;
Alphanumeric: Max. 4,296 characters;
Binary (8 bits): Max. 2,953 bytes;
Kanji/Kana: Max. 1,817 characters.

QR Code could be easily used for a lot of applications, such as:

  • linking print articles to RSS feeds and blogs
  • delivering product or tourist information
  • linking “lost pet” flyers to contact forms
  • dating – use your imagination on that one
  • “find me” maps
  • promoting an event or concert on flyers/postcards
  • connecting geocachers to mobile logbooks
  • creating museum exhibits and street tours
  • building scavenger hunts or “collect-them-all” games
  • downloading ringtones, music, wallpapers or video (think indie artists)
  • ticket sales for clubs
  • directing people to your mobile site and/or storefront
  • enabling mobile sales from catalogs or flyers
  • distributing coupons
  • conference badges connected to profiles
  • business cards connected to company sites
  • signing up to text alert services
  • running competitions
  • connecting mix tapes to podcasts or vidcasts
  • connecting posters to podcasts or vidcasts
  • enabling community interaction at public locations

This is a funny usage …

A QR Code nice application

Much like other mobile technology, such as SMS, it typically takes a while for the market to embrace new mobile technology, but once it does we quickly match the usage seen in other parts of the world. I believe that will happen with bar codes as well. Already I see the signs…

Reader

Some years ago there was few mobile phones with an enbedded camera and the computing power on hadset was very poor;due this second aspect, application included at the end an MMS sending, followed by action taken in the backend after the QR recognition.

Nowdays computing power on phones and handheld in general is enough so there are a lot of readers available , one free is available for download from Kaywa web site, I suggest this one to youthis since it doesn’t initiate any Web, Text  or call session in an unsolicited way.

Survey

A survey originally taken by InfoPlaint that was carried out at the end of August 2005. The respondents selected the survey themselves via a link in the DoCoMo iMode menu system. 7,660 people completed the survey; 5,023 of them were women.

Q: Do you know about QR codes (2D barcodes)?

  • I’ve used them 73.3%
  • I know about them, and have a reader feature in my phone, but I haven’t used them 7.6%
  • I know about them, but don’t have a reader feature in my phone, so I haven’t used them 15.6%
    I don’t know about them 3.5%

Looking at the age breakdown, for both males and females almost 90% of the under 20’s use them, but the rate steadily drops down to end up at just about half of all the over 50s.

Q: For those who answered that they used them, in what printed materials have you used QR Codes? (Sample size=5,513)

  • Business card 5.7%
  • Newspaper 31.9%
  • Magazine 84.2%
  • Advertising flyer 51.1%
  • Poster 14.2%
  • Direct mail 25.0%
  • Mail-order catalog 24.8%
  • PC web site 20.7%
  • Other 13.1%

There was no significant differences between the sexes, except for almost two and a half times more women used mail-order catalog QR Codes.

Q: Which of the following QR Code-based services do you want to use? (Sample size=7,660)

  • Easy phone book registration from a business card, etc 36.8%
  • Read a URL and access a site 74.3%
  • Replacement for company identification badge 29.0%
  • Cashless shopping at vending machines, etc 28.3%
  • Buying goods written about in magazines 27.7%
  • Replacement for tickets (concerts, travel passes, etc) 32.5%
  • Others 5.5%
  • Don’t want to use 7.4%
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