Bar Codes Add Detail on Items in TV Ads
Bar codes, the tiny black and white boxes that have been popping up in magazines, on posters and on some billboards, are arriving on television, allowing viewers to instantly obtain additional information about a product and a discount to buy it.
Bar codes have been used more widely in Asia and Europe, including on television, but in the United States, the lack of one standard code — reminiscent of the quarrel over VHS and Beta formats — as well as the relatively small number of smartphone users equipped with appropriate software have slowed the technology's use, said Michael Becker, managing director for North America of the Mobile Marketing Association, the industry's group. "Using bar codes is starting to spread," he said, "because more people are using smartphones, and many of those phones have the scanning application to read the codes." Cellphone fees — whether the user has an Internet access plan or pays for each data download — have also hampered such mobile technologies. Even so, a report last month from Nielsen predicted that smartphones, which now account for 25 percent of the domestic mobile market, would overtake standard mobile phones by the end of 2011.