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.”
