The Resurgence of QR Codes

QR codes have made a remarkable comeback, driven by technological advancements and shifts in consumer behavior. Smartphones now universally come equipped with QR scanning capabilities, making these codes more accessible than ever.

Here are a few examples from Super Bowl 58. NYX featured Cardi B in an ad that ended with a QR code, leading viewers to more content (see above). TurboTax offered a QR code for a chance to win $1 million (see video below). Apple promoted Usher’s music on Apple Music post-halftime. Beyoncé released new music via Verizon. Snapchat and Pfizer directed viewers to custom websites through their commercials.

It may seem odd that several of these commercials encouraged viewers to leave the game behind and do something else. However, our expectations as TV viewers have evolved toward more immersive and interactive experiences.

The Advantages of QR Codes in Video Ads

QR codes make video ads more interactive, providing a straightforward way for viewers to learn more about a product, take advantage of promotions, or download apps right from their screens. This direct call to action simplifies the viewer’s journey from interest to engagement.

They also allow for detailed tracking and analysis. With QR codes, advertisers can easily measure how many people interact with their ads, offering insights into the campaign’s reach and effectiveness. This data is crucial for refining marketing strategies and understanding audience behavior.

Additionally, QR codes can enhance the viewer’s experience. They open up possibilities for creative content like augmented reality, personalized web pages, or unique offers, making ads more engaging and increasing the likelihood of viewers.

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: By integrating QR codes into their video ads, Nike enabled viewers to purchase featured products directly, showcasing a seamless path from ad to action.
• Spotify’s Playlist Sharing: Spotify used QR codes to enhance content discovery, allowing users to instantly listen to playlists or artists featured in their video ads.
  Netflix’s “Altered Carbon” Campaign: This campaign used QR codes to unlock an augmented reality experience, deepening viewer engagement with the show’s universe.
• World Wildlife Federation: WWF used QR codes to lead viewers to direct action to help our planet stabilize climate change and halt mass extinction

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.