IRCODE’s adtech solution merges physical and digital advertising worlds

IRCODE’s adtech solution merges physical and digital advertising worlds Duncan is an award-winning technology industry analyst, specialising in cloud computing, blockchain, martech and edge computing.

Technology firm IRCODE has been launched, debuting what it describes as a first-to-market adtech solution designed to bridge the gap between traditional media and the digital world.

Utilising advanced neural networks and proprietary image retrieval technology, IRCODE enables brands, agencies, and advertisers to create custom, interactive experiences simply by pointing a smartphone at an existing campaign image. It can programme visuals to unlock exclusive experiences, product drops, deals, or create unique consumer access and discovery points. By shifting from passive to interactive, measurable media, IRCODE is said to redefine foundational interactions between consumers and advertisements.

CMOs and advertisers are increasingly demanding solutions that offer immediate feedback and measurable results, especially when assessing the value of static advertising. According to a survey by the Interactive Advertising Bureau, interactive ads increase consumer engagement by up to 60% compared to static ads, and the Consumer Technology Association surveys indicate 70% of consumers prefer interactive ad experiences over traditional, static advertisements. From billboards to product packaging, IRCODE seamlessly integrates across media channels, enhancing engagement at every touchpoint. Additionally, the enterprise platform allows you to launch and measure campaigns instantaneously.

Matty Beckerman, founder and CEO of IRCODE, said: “IRCODE started as an idea to change the way people see and learn about the world by merging the digital and physical realms.

“We envisioned hero visuals unlocking rich consumer experiences, but until now, there hasn’t been a clear way to make notable and viral campaigns both measurable and immersive. Recognising the gap in the market, we developed IRCODE to excite consumers while empowering advertisers, changing the value and opportunity of any image or real-world object.”

Key features and business benefits:

  • AI-powered + neural network visual recognition: Instantaneous interaction with visuals, transforming passive experiences into engaging, interactive content.
  • Seamless interactive experiences: Create custom, interactive experiences directly from any visual, maintaining the original design’s aesthetic integrity.
  • Direct conversions from any placement: Optimise ROI with precise engagement metrics and attribution.
  • Analytics and attribution on traditional media: Comprehensive audience intelligence and retargeting capabilities.
  • Audience insights and retargeting: Deep insights into consumer interactions, refining marketing strategies for better business outcomes.
  • Scalability across media channels: Adapts fluidly from billboards to digital video, ensuring a consistent user experience across all touchpoints.
  • Ease of integration: Designed to seamlessly integrate with existing platforms, enhancing current campaigns without additional infrastructure.

Jason Wulfsohn, co-founder and CEO, AudienceX, said: “IRCODE represents a significant leap forward in advertising technology, updating an outdated format and addressing a direct need in the market.

“This technology’s potential to transform how brands interact with consumers is immense. It seamlessly integrates with our omnichannel, full-funnel media strategies and powerful predictive analytics, enhancing engagement at every touchpoint. When we deliver these highly immersive experiences to consumers, we observe a significant impact on measurable performance.”

IRCODE is setting a new standard in adtech, addressing a direct need by transforming traditional advertising through embedding interactive digital identities into images. The dynamic gateway to digital content, offers a frictionless user experience by eliminating the need for QR codes, provides actionable analytics for measuring campaign performance, enhances transparency by verifying ad and product authenticity, and simplifies the digital landscape by consolidating multiple ad functions into a single, user-friendly platform.

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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