Adidas’ new line of sneakers comes with an augmented reality (AR) barcode on the tongue of the shoe. When held up to a webcam, the sneaker triggers a celebrity-filled virtual game world and becomes the actual controller for the video games.  The December issue of Esquire magazine had an AR barcode on its cover and contained links to interactive content and ads.  (Brandweek, 2/15/10)

As the technology improves and new capabilities are created, more companies will recognize the importance of offering interactivity in advertising. Expect this technology to become ubiquitous.

Eric Zavolinsky

We have seen and commented on the decline of advertising in traditional media for several years.  It may be possible that the next cyclical upturn will portend a return of ad dollars to traditional media outside the U.S.

Estée Lauder unveiled plans to spend $150 to $175 million more on marketing expenses in the second half of 2010 than in the same period one year ago. This includes advertising, in-store merchandising and product sampling.  The company plans to make its largest historical investment in TV ads within developing markets as well as global digital marketing.  (Women’s Wear Daily, 1/29/10)

Lauder’s moves outside the U.S., when combined with Proctor & Gamble’s recent announcement that it plans on ramping up its ad spending in the second-half of 2010 and our January blog post about increased marketing spending coming from financial firms, suggests a de-thawing of advertising and marketing budgets, at least among some Fortune 500 companies.

Risa Hess