Over the holiday weekend, my wife and I decided to see a movie. We called a local theater to purchase tickets in advance and got connected to Fandango. While I knew what to expect with the various menu options and prompts (enter name of movie, confirm, enter zip code, confirm, enter number of adult tickets, confirm, etc., etc.), what I did not expect was to hear a 10-second advertisement for State Farm or Allstate insurance. Actually, I heard the advertisement three times during the call.
A campaign like this is pure interruption--nothing more, nothing less--and I would be very surprised if the advertiser behind the campaign realized a positive ROI for this placement. To speak of this campaign in terms of 2D barcodes, it works in somewhat the same manner. As an advertiser, don't feature a 2D barcocde in an advertisement and ask or encourage consumers to scan it if the content does not display correctly or the links do not function as they should. If this were to happen then the 2D advertisement becomes just as much of an interruption as the insurance advertisement.
In thinking about my experience a bit more, maybe the advertiser is not the one to question as much as it is Fandango. Since Fandango makes the space available to advertisers, I guess, in reality, they are the ones that don't seem to mind if their client's ticket buying experience gets interrupted. That's too bad.