Should QR Codes Be Part of Your Video Marketing in 2025?
Craig Hadley
Chief Content Officer (CCO)
Executive Summary:
QR codes are not a passing trend; they have become a permanent fixture in the marketing mix, especially when paired with video. Recent data shows that 59 percent of U.S. consumers scan a QR code at least once a week, and QR-driven campaigns are delivering average click-through rates of up to 37 percent. These results far exceed what most traditional digital ads can achieve.
From the Super Bowl to everyday campaigns, brands are using QR codes to bridge offline and online experiences in increasingly creative ways. In 2025, the opportunity to drive real engagement with this format has never been greater.
This article explores how QR codes can enhance your video marketing strategy, when and how to use them effectively, and what has changed since their early resurgence. We share recent stats, fresh examples, and a few best practices to help your brand avoid common pitfalls and make your next campaign scan-worthy and successful.
- The Opportunity
- Bridging Online and Offline Worlds
- The Resurgence of QR Codes
- The Advantages of QR Codes in Video Ads
- The Disadvantages and Considerations
- Examples and Successful Examples and Stories
- Tracking QR Data in Google Analytics
- Are Video QR Codes for You?
- Bonus: Design Tips
The Opportunity
In today’s crowded media landscape, we continue to seek innovative ways to connect with audiences and maximize our clients’ campaign investments. The momentum behind video advertising is stronger than ever. YouTube users now watch over 1 billion hours of video daily, and as of Q2 2025, Hulu has grown to more than 50 million subscribers.
Video advertising, much like traditional commercials, is not going anywhere. But QR codes have surged back into relevance, providing a seamless bridge between the digital and physical worlds.
Recent studies show that 82 percent of consumers have scanned a QR code at least once, and nearly half have done so in the past month. Used effectively, QR codes can turn passive viewers into active participants by offering a quick, intuitive next step—whether that’s exploring a product, redeeming an offer, or joining a campaign.
So, should you incorporate QR codes into your video marketing strategy? Let’s dive in.
Bridging Online and Offline Worlds
The true power of QR codes in video advertising lies in their ability to connect viewers with online content in a fully trackable, seamless way. By scanning a QR code displayed in a CTV or Google Ads video, viewers can be instantly taken to a landing page, promotional offer, or exclusive content. This enhances engagement and streamlines the consumer journey from awareness to engagement or even action.
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.
Fetch’s Super Bowl ad, “The Big Reward,” used a prominent QR code to drive viewers to download its pet rewards app and enter a sweepstakes for exclusive prizes.
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.
Coke offered a method to get consumers to act now.
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
ChatGPT-maker OpenAI makes its Super Bowl debut.
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.
Craig Hadley
Chief Content Officer (CCO) at The Creative Company
Other Recent Articles:
- Should QR Codes be Part of Your Video Marketing? Lessons from the Super Bowl
- Breaking Up is Never Easy – Goodbye Andes Candies (It was us, not you)
- Revitalize and Reignite Your Content Strategy: A Guide to Content Republishing