IPTV is gaining more ground overseas than it is here in US. In the US, we have popular mini-versions of IPTV in companies like Hulu and TheWB.com. IPTV enables TV viewers to simulate the online experience - pulling the content that is most relevant to them and designing a personalized viewing experience. Targeted content usually creates a focused audience. This group will have a higher propensity to follow an advertiser's link if the advertiser's content aligns with the viewers interest. The beauty of IPTV is that the online experience and TV experience do become integrated (not that different from interactive, online based video experiences).

2D barcodes are a part of the movement to create an interactive experience between a reader and a physical piece of paper (i.e., a page in a magazine). An advertiser can embed a coupon code or a secret link that a reader can visit, after he/she captures the barcode with a camera phone. It's like a "new school" version of a cereal box decoder toy. The results can be easily measured and the physical page becomes an entry into the online world. You can find an example of this in Esquire's 75th anniversary edition (the one with the e-ink cover).