Digital Design Blog

Google Pushes 2D Barcodes on Print Ads

As many of you know we’ve been closely following the mobile space and the emergence of 2D barcodes, in particular. We’ve been big advocates of the technology and its potential since we launched Smartpox almost two years ago. Now it looks like 2D barcode mini-phenomena may yet crack the mainstream as Google has started placing newspaper print ads with the ubiquitous pixel codes affixed to the ads themselves.

Adopting a strategy that has paid big dividends in Japan, Google is hoping to make 2D barcodes common in the U.S. and — we can only assume — plans to support the technology with its Android mobile OS.

“Recently, you may have seen newspaper ads for jewelry retailer Blue Nile placed through the Google Print Ads platform. These particular ads include a Google footer with multiple response mechanisms: URL, search terms, phone number, coupon code, SMS code, and 2D barcode. This test is part of our efforts to make print advertising more useful for readers and more measurable for advertisers. 2D barcodes are an especially exciting part of this because they allow readers to “click” on interesting print ads with their cellphones and seamlessly connect to relevant online content.”

Tests are already underway in several markets including New York and the Bay Area. Below is a photo taken by Chik Watanabe of the Blue Nile barcode ad in the San Jose Mercury News.

We have no idea how successful the program is at the moment, but we are thrilled at the prospect that 2D barcodes could take off in the U.S. sooner than we expected. Stay tuned.