Archive for April, 2008

QR Codes and Metadata

QR Codes are still big in Japan. The data is old (2005) but interesting:

  • 90% under 20 were using them.
  • 84% were using them from magazines – women using them for mail order
  • 74% for access URLs
  • 27% (high I thought) for ecommerce purchase from magazines

What is big in Japan can sometimes translate to being big in the rest of the world – I remember competitive reality TV shows being huge years before Survivor hit the US. But other things will never translate. But I digress…

Google is also getting into the picture with QVC with a test campaign with Blue Nile – with promising initial results – “The code-enhanced ads ended up driving 6.5 times more revenue than the ads without.

and you can’t even escape McDonalds – supersize that QR code?

The British are not immune either, Harrods in England is getting into the mobile barcode space. – “This is an attempt to connect with a more tech-savvy audience, and frankly we’re quite pleased if the whole campaign remains a bit ‘cult’.

Well, those in the ‘cult‘ most likely are early adopters, tech savvy, and have disposable income. Not surprising to see the advertising markets get interested.

QR codes are fundamentally ways in which metadata can act as a link, or portal to additional information. A link that can bridge print to mobile, and help bring a more engaging experience directly to the user on demand from a print source.

From a business owner’s perspective (the advertiser of the product), it allows better tracking of the ROI of print materials – how are they being used and consumed, and most excitingly when and where (and possibly by whom). It opens up a whole new exciting world of analytics that can be used to tune a print ad campaign that was previously hard to do – demographics meets geographics for ad placement with real time feedback. No wonder Google is interest.

For now it’s fun creating your own and thinking about how this can knit together the print and online experience. Who knew metadata could give you that warm fuzzy feeling?

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Metadata Games

Good to see other metadata blogs out there. I noticed from Beth’s page a number of interesting links.

The one about Fastr caught my interest as a way to tag Flickr images.

I see that Scott has added Groups support to Fastr so one could further narrow the context of the game to be within the “food” group or “travel” group.

It would be interesting if the guess were to be reapplied back to the
image owners as “social tags”. The original owner could then choose to
accept the tags or not.

This “giving back” would be a more of an open source approach to collecting metadata rather than Google’s approach with Image Labeler. Which seems to be focused on improving the quality of Google’s search results –
Welcome to Google Image Labeler, a feature of Google Search that allows you to label images and help improve the quality of Google’s image search results.

Metadata games could actually be a cool idea for the home. I have an Apple TV and a Wii – I have often wanted to pick up my Wii and “tag” or rate my slideshow images as they floated across the screen. I could easily imagine a game where the family competed against each other to identify who is in the images – or does what Fastr is doing but with other people pictures that they have shared.