• by Mark Walsh  @markfwal, October 26, 2010

Microsoft said today it has printed more than 2 billion tags since launching its 2D barcode system in January 2009. A billion have been printed in just the last four months. The tags have appeared across online, print, outdoor, and TV advertising on behalf of brands including Canon, Kraft Foods, Simon & Schuster and Toyota Motor Sales.

Microsoft Tag allows users to download its barcode reader across major smartphone platforms like iPhone, BlackBerry and Android to scan tags wherever they pop up. A barcode campaign Allure Magazine ran for its annual Free Stuff Giveaway issue in August using the Microsoft technology generated 450,000 scans. Since August, Tag has been used in 100 million magazine issues, according to Microsoft. But it's far from the only player in the space.

Rival Jagtag, for instance, today announced a new 2D barcode effort with Horizon Media to promote the launch of the new series "The Fairy Jobmother" on the Lifetime cable network. Lifetime will be the first to use the company's barcode in a television commercial, and will also incorporate tags in online, out-of-home and print materials.

The "Jobmother" tag will offer the latest job-hunting tips directly from career specialist Hayley Taylor as well as reminders about the show's October 28 premiere. Jagtag is designed to work across all camera phones and carriers.