Mobile phones. They are changing the way we work and communicate. With every evolution and advancement so new disruptions and opportunities are presented. Soon they could be the key to consumers interacting with traditional print advertising, and improve ways to measure response rates…

I recently discovered a software application called Scanlife that gives people a new way to use mobile phones to interact with the world around them by rapidly connecting people with information and content.

It is simple, really. People scan a 2D barcode (Or EZcode) with their camera phone, then a downloaded application reads the code and connects the person to a specific web page or downloads content to that phone in seconds. This innovation, and merger of traditional and mobile media, means consumers can now interact with press and magazine ads, posters, or even products in stores, to quickly and easily get additional information, directions, find out about discounts, download music and much, much more.

Brands such as Citysearch, Nike, Burn Magazine and Citroen have recently used barcodes in print advertising, and even financial services providers such as BMO Capital Markets, which ran an advert in the Wall Street Journal featuring the EZcodes placed at the bottom left-hand corner.

Mobile users had to first download a free application at Scanlife.com. They then used that App, along with their camera phone, to take a picture of the 2D barcode on the BMO Capital Markets advert before being directed to a designated website with more content that provided the company with accurate analytics to measure success.

“We recognise that this technology can help a print ad deliver the interactivity of an online ad,” said Kevin Windorf, Director of Marketing & Client Strategy at BMO Capital Markets.

Scanlife provides a host of new opportunities to better connect with audiences through the intuitive use of traditional advertising and mobile media technology, but it is only currently operating in the USA. How long will it be before it is introduced in to the UK or Europe? Not long, I suspect.