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SpyderLynk came up with a simple design — a company logo inside a circle with breaks in it — that consumers can photograph with their mobile phones to connect to online promotions.

On a quarterly basis, the number of 2D mobile codes in magazines grew from 252 in Q1 to 1155 in Q3 (up 228%).

While there is still some fragmentation in the market among code types used in magazines, QR codes had a 62% share in Q3 compared to 30% using Microsoft Tags, 4% using SpyderLynk SnapTags, and 3% using JagTag solutions. 

Among brands leveraging codes in Q3, Revlon led the pack with 37, followed by Cuisinart with 26, Garnier with 25, Delta with 20 and John Frieda with 19.