It’s crazy to think that mobile will not have a profound impact on the digital signage industry and even more, the channel that is out-of-home (OOH). Mobile alters it to the point where those static displays – be them digital or print – instantly become interactive. Through SMS short codes, image/code recognition, GPS or a host of other enabling technologies. Every day, it seems like someone is coming up with another way to use mobile devices to power more meaningful, deeper experiences. For the purpose of connection, convenience, entertainment or (as we’re seeing more and more) with brands and marketers, mobile devices are being used to conduct business.

Yesterday, Pepsi announced an interesting test program using one of these new, enabling technologies – “audio fingerprinting,” which is basically audio recognition. It works through an app on a mobile device (phone or tablet) and when it’s “on” (listening to audio coming from another screen), it can recognize the programming and take action on it. Earlier in the year, Grey’s Anatomy used a similar technology that allowed people who were watching Grey’s Anatomy and using the Grey’s Anatomy app to have an interactive, customized experience on their mobile device. It recognized what episode you were watching and then served up engaging content – polls, quizzes, cast videos, etc… – relative to that particular episode. Just by “listening” to the program.

Well, here, Pepsi is doing the same thing. But instead of serving up additional content, they’re serving up a coupon (for a free Pepsi Max). When the mobile device hears this Pepsi commercial, it rewards you for watching it by giving you a coupon.



The implications of this sort of technology on a “static” (push-only) digital sign are huge. This now enables any of that boring, one-way content to a) become interactive and most importantly, b) not have to be altered. The mobile device actually takes care of everything.

Yes, this is another example of how mobile can dramatically change all those digital screens, but on a bigger scale, this is another example of how those places and things around us are being turned on and instantly connecting us with each other and the brands we love.

I have a love/hate relationship with QR codes.

On one hand, I love QR codes because I think they’re a great enabling technology, a technology that bridges the offline world with the online. This is essential in driving any level of engagement when connecting with consumers outside of their homes. They’re efficient, convenient and potentially rewarding. That is, they’re easy to use and they can unlock rich content.

In theory.

This is the hate side of the equation. Bad QR code executions are commonplace in the real world. Brands don’t know where to put them, should they go on TV or other digital screens or just be confined to print materials? Brands don’t know what content to put behind them, should they just unlock a website or an entry form or some sort of rich, multimedia content? But most of all, brands don’t seem to understand consumers’ awareness and comfort level with them, should they include instructions or an alternate way to access the information or just leave it to consumers to figure out how to use them? These are all general statements, I know. Yes, I have seen my fair share of quality code-based initiatives over the past year and a half, but they pale in comparison to the poor executions.

I believe now we’re seeing something that normally happens with any sort of technology that doesn’t wash out to the ocean of nothingness. On the consumer side, there is awareness with what the technology is. On the brand side, there is a drive to understand how best to use the technology to impact behavior. This adoption/impact wave is a long one. Right now, we’re just seeing brands actually understand how to best use social media to build relationships and impact consumer behavior. And social media (er, Web 2.0) was only introduced 5-6 years ago. That’s not to say QR codes will take 5-6 years to figure out, but adoption of technologies and new ways to utilize them do not happen overnight. They also require a fair amount of deliberate thought. They’ll hardly work if they’re just thrown out into the world for everyone to figure out.

This is what I’ve seen more often than not with QR codes.

So, it was refreshing to actually see a brand utilize traditional media channels in their marketing mix to raise awareness of their QR code campaign. A couple of weeks ago, I saw this Macy’s commercial on TV.



I did a double take. I had to rewind it to make sure I was seeing this right. A brand devoting a national TV spot to their QR code campaign? Brilliant.

I think the true brilliance is in the spot itself. It doesn’t just highlight the technology, it explains it. It explains what it is, where to look for it, how to use it, and most of all, what consumers can expect to get out of it. It also doesn’t limit this content to QR-code-only access. Have mobile phone? Can text? Then, not to worry, you can still experience this same content.

Now, when consumers go anywhere near Macy’s and see one of these pixilated stars, they at least have a better chance knowing what it is and what they can get out of it – two critical pieces needed to drive adoption and result in success.

And they’re not just focused on TV. They’re using many channels in their ecosystem to introduce, educate and drive engagement with this star. Like on their Facebook page:



On their windows: 

 

And of course, in their store: 

 

These methods, along with print ads and lanyards worn by Macy’s staff, explain how the program works, what the codes are and how deliberate they want to be with this campaign.
Who knows if it will work? And more, who knows if QR codes, as a technology, will endure time and actually become adopted by the general consumer. In 5-6 years, we’ll know, right?
But this much is certain, and has endured over time – whoever reaches consumers at the right time with the right content will win.

The problem is we’re living and consuming media in an evolving world. Consumers are on-the-go, out-and-about more than ever and technology is not the barrier it once was. It seems as though everyone is connected and the rules have changed. The right time to reach consumers is different for everyone and it’s typically when they’re not in the confines of their homes.

Traditional broadcast channels such as television are still great awareness channels, regardless of what you say about DVR. Nontraditional, emerging channels like Out-of-Home (OOH) and mobile are more and more becoming great engagement channels. Everything needs to work together. And Macy’s, much to their credit, has recognized this and is actually doing something about it.

I know the jury is still out on QR codes so I’d be interested to know if you think even a full-out marketing blitz like this will move the needle, in terms of QR code adoption and engagement? What do you think?