The Resurgence of QR Codes

QR codes have made a remarkable comeback, fueled by both evolving consumer behavior and rapid improvements in mobile technology. Today, nearly every smartphone has a built-in QR scanner, removing the need for third-party apps and making engagement nearly frictionless.

Super Bowl ads now treat QR codes as strategic tools, not gimmicks. In Super Bowl 59, several national brands embraced scannable moments:

• OpenAI featured a minimalist, bouncing white QR code that directed viewers into its ChatGPT platform—sparking curiosity and immediate interaction.
• Fetch, a pet insurance brand, included a QR code in its “Big Reward” ad that took users directly to an app download and signup offer.
• Baerskin Tactical returned with its bold DTC spot, using a QR code to drive viewers to an exclusive product offer mid-commercial—blending humor with measurable conversions.

It may seem counterintuitive to encourage viewers to look away from one of the most-watched broadcasts of the year. But expectations have changed. Today’s audiences crave immersive, choose-your-own-adventure experiences. QR codes empower them to act on curiosity in the moment, extending a brand’s reach and reinforcing messaging across platforms.

The Advantages of QR Codes in Video Ads

QR codes give video ads a clear next step. Viewers can scan to access a promotion, download an app, or explore a product — all without leaving the screen or typing a URL.

They also provide measurable results. Recent case studies show that well-placed QR codes in CTV and video campaigns can drive scan-through rates between 25 and 37 percent — far exceeding typical digital ad click-through rates. Marketers gain real-time insights into engagement that help refine messaging and improve performance.

Disadvantages and Considerations

Despite their benefits, QR codes come with considerations:

• Your Targeted Audience: Not all viewers may be comfortable using QR codes. Consider whether your target audience will likely engage with them.
• Relevance: The content linked through the QR code must be valuable and relevant. Irrelevant links can frustrate viewers who are likely watching your ad before the start of the show or movie that they want to watch.
• Security Concerns: QR codes can be exploited for phishing or to spread malware. Security is a significant concern. “Always scan smartly and review the destination closely. There have been actual occurrences of fake menus with malicious intent placed on restaurant tables,” said Eric Selje, a Madison, WI-based IT Security Professional.
• Visibility and Accessibility: The QR code must be easily scannable. Factors like the ad’s screen size and the distance from the viewer can affect scan success rates.

Real-World Applications and Success Stories

To illustrate the potential, let’s look at a few examples:

• Nike’s Interactive Shopping Experience
  Nike integrated QR codes into video ads to let viewers shop featured products in real time — turning inspiration into instant conversion.
• Spotify’s Playlist Discovery
  Spotify used QR codes to link viewers directly to curated playlists and featured artists, creating a seamless transition from ad to listening.
• World Wildlife Fund (WWF)
  WWF used QR codes in global awareness videos

Usage that Sparks Curiosity

Video ads are getting creative by putting QR codes on actors’ T-shirts. This clever move turns a simple ad into an interactive experience. Viewers who scan the QR code from the T-shirt are taken straight to special offers. It’s a fun and direct way to connect with the audience, making the ad more engaging and memorable.

Tracking QR Code Campaigns in Google Analytics

Implementing QR codes in your video advertising campaigns is just the first step. You need to track interactions and measure performance to understand their impact truly. Google Analytics offers a robust framework for tracking QR code-driven traffic, allowing you to gather insights into how users engage with your content after scanning.

Here’s what it takes to set up and monitor your QR code campaigns in Google Analytics:

• A basic understanding of best practices for QR code tracking
• Comfortable with using UTM Parameters
• Configuring events in Google Tag Manager
• Adding goals in Google Analytics
• Using conversion objectives in Google Ads or CTV Platforms such as StackAdapt

Should You Use QR Codes in Your Video Campaigns?

The decision to use QR codes in your video advertising strategy should be informed by your campaign goals, targeted audience, and the nature of the content you’re promoting.

When implemented thoughtfully, QR codes can significantly enhance engagement, provide measurable insights, and create a more interactive viewer experience. However, it’s essential to approach this tool with a clear understanding of its capabilities and limitations, ensuring it aligns with your overall marketing strategy and audience preferences.

As we look to the future, the role of QR codes in video advertising is poised to grow, driven by ongoing technological innovations and consumer engagement strategies. By considering the abovementioned factors and staying attuned to best practices, marketers can leverage QR codes to bridge the gap between viewers and brands, making every video ad a gateway to deeper engagement.

Bonus: QR Code Design Tips

• Dynamic QR Codes are much more versatile and pack more information per pixel than static QR Codes. They are also easily scannable and can be customized as needed, which is only sometimes possible with static code.
• Visibility: Ensure the QR code is large enough to be easily scanned by viewers. It should be prominently displayed without blending into the background.
• Contrast: Use high contrast between the QR code and its background to simplify scanning. Typically, a black QR code on a white background works best.
• Placement: Position the QR code in a part of the screen where it won’t be obscured by video player controls or become too intrusive on the content.
• Timing: Keep the QR code on the screen for a sufficient duration, ideally 5-10 seconds, to give viewers time to grab their phones and scan it.
• Simplicity & White Space: Avoid cluttering the QR code with too much information or design elements. A simple, clear QR code scans more reliably. Make sure to include white space around the base QR code.
• Call to Action (CTA): Accompany the QR code with a clear, compelling call to action that instructs viewers what they’ll gain by scanning it, such as “Scan to learn more!” or “Scan for exclusive offers!”
• Security Assurance: Given security concerns with QR codes, reassure users of the safety of scanning by using trusted QR code generators and ensuring the landing page is secure
• Analytics Tracking: Use a trackable QR code or add tracking parameters to the URL to measure engagement and effectiveness, helping to refine future campaigns.

To learn more about how you can make the most of every marketing opportunity, including video marketing, reach out to The Creative Company.