Shaw Media and its clients can now turn TV channels into two-way communication devices with viewers.

It is the first Canadian network to sign with Mobio Identity Systems, a company which creates QR codes specifically for use on TV. The on-screen codes – used in bumpers, spots or tags – can be scanned by smartphone users directly on the screen, driving users to any number of mobile destinations, says Mark Binns, CMO, Mobio Identity Systems.

“The crux of the partnership is taking static media and making it more interactive. Using the Mobio technology, TV viewers can be sitting on the couch, [see a QR code] and take a picture, creating a two-way dialogue with Shaw, or an advertiser.”

The QR code technology can be accessed by consumers using Android, BlackBerry or iPhone smartphones, although it does require the user to download the free Mobio scanning app.

The codes can even be used for credit card transactions, creating a direct link between viewing a product and being able to immediately purchase it via mobile phone.

Binns says Mobio is the first company in North America to offer the QR code-to-e-commerce functionality.

“Advertisers are desperate to create and deepen engagement with consumers,” he comments. “With our QR codes, advertisers can create a dialogue instead of just pushing content. Then on the payment side we can process financial transactions directly through the mobile site. Consumers can be watching a General Motors commercial and scan the QR code and buy an oil change.”

From Media in Canada.