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August 6, 2009

BMO Capital Markets Launches 2D Barcodes In Advertising

Barcodes can be captured through mobile phone

By CBR Staff Writer

BMO Capital Markets, the investment and corporate banking arm of BMO Financial Group, has introduced two-dimensional (2D) barcodes in select versions of its weekly advertisements.

Reportedly, using a camera on their mobile phone or PDA, readers of The Wall Street Journal can use a special free application to photograph an ad’s barcode, which then activates the device’s browser and links directly to a customized page on the BMO Capital Markets website. The barcodes, known as EZcodes, are expected to grow their ability to engage a targeted audience instantly with an advertisement’s interactive message.

Rick Kuwayti, head of marketing for BMO Capital Markets, said: “This innovative technology gives advertising a much more powerful punch by putting valuable information into the hands of a growing segment of mobile users at precisely the moment they want it.”

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