Magazine Scan Response Rates Exceed that for Direct Mail, Study Finds

Until now, the major barrier in obtaining hard numbers for the response rates of mobile action codes in magazines was that the applications used to scan codes and the codes themselves were produced by different entities.

The clients in this study used Nellymoser to produce both the Companion App with its universal scanner and the mobile experience that is delivered to the reader. Because Nellymoser manages the app and the scanned experience, it has a unique opportunity to measure campaigns from scan through execution. These two sets of data can now be correlated, providing new insight into the audience’s behavior and the success of campaigns.