QR codes are two-dimensional barcodes that store information in a matrix of black and white squares. You probably have seen one before, especially over the last 3 years.

These codes can hold different types of information that can easily be translated to a viewer's device:

• Website URLs
• Text
• Contact Information
• Product Details
• Social Media Links
• Buy Now Links
• And more

QR codes have the ability to lead viewers online to any information that you want them to see. Best of all, many smartphones come with the ability to scan a QR code using the phone's camera and no additional apps.

Many people were introduced to QR codes from eating out at a restaurant in the last few years. Restaurants have recently adopted digital menus that customers can access using a QR code on the table or table card.

The coolest part of a QR codes comes from their ability to bridge the offline and online worlds together. With a simple scan, users are transported from print materials, such as posters, business cards, or flyers, to interactive online experiences.

This boosts engagement and leaves a lasting impression on the audience.

Forward thinking small businesses have embraced QR codes for their numerous applications and the opportunities they bring for audience engagement.

In TV advertising specifically, QR codes have emerged as a powerful tool to extend the viewer experience beyond the screen and bring them directly into the sales funnel. Just as important, when someone scans that QR code, we know that the video ad is doing its job to get the user to take further action.

For example. Let's say someone is running a YouTube ad that has a placement on television via the YouTube app. If they set a click-thru destination (such as a URL or their website) for the YouTube ad, visiting that destination from a TV is highly unlikely, leading many YouTube advertisers to exclude TV all together.

With QR codes, YouTube advertisers can not only bring that TV audience back to expand their reach, but can give viewers a way to easily engage while tracking the success of their video along the way.

In the last few years, companies leveraged QR codes to prompt viewers to take immediate action, explore additional content, participate in surveys, and make purchases with very little effort on the viewer's behalf.

The viewers responded, and the results were very positive. Have a look at the following:

• Up to 60% of 18 - 34 year olds scanned or have attempted to scan a QR code on TV (Source)
• 48% of people surveyed said they are most likely to scan a QR code to learn more about the advertised product (Source)
• In 2022, 89 million smartphone users in the United States scanned a QR code from their phone, an increase of 26% since 2020 (Source)
• 59% of people believe that QR codes will permanently be a part of their smartphone usage (Source)
• A further 75% of people are eager to user more QR codes in the future (Source)

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Really, it comes down to this. There are 310 million smartphone users in the United States, 95% of them have their phone in their hand while watching TV, ~87% of them have scanned a QR code at least once in their lifetime and about ~37% scan a QR code every week.

It's time to start using them in your video ads.

One of the key challenges in TV advertising is capturing and maintaining the audience's attention. This is much harder in the world of smartphones.

Secondly, tracking and measuring the ad's effectiveness can be difficult - some even try to measure it with a "correlation" in increased business, which sometimes isn't satisfactory.

By strategically placing QR codes within video ads, businesses encourage viewers to take immediate action and form a better connection with their content. When you set up the QR code correctly, you know 100% for certain that the visitors to your QR code's destination came from the video ad.

For example, imagine a roofing company featuring a QR code in their TV ads discussing a seasonal service offering. Viewers can scan their code to access an in-depth video explaining their process in more detail. The roofing company can also offer a limited-time discount on the service if they call or fill out a form.

Another great benefit of using QR codes in your ads, is that they will quick take your audience from offline to online instantly.

If you're a restaurant or food delivery service, you could feature a QR code in your TV ad that will allow viewers to instantly start placing their order. Fewer steps, less friction to the sale, and a better experience for your customer is what this all boils down to.

Unlike traditional TV advertisements, which may leave businesses guessing about the impact of their ad spend, QR codes provide on-demand data on viewer interactions.

Using analytics tools, companies can monitor a number of important data points that may have previously been hard to measure.

• Geographic location
• Time of day when scans happened
• Age of viewers
• Gender
• Specific device used
• Time spent on destination site (from QR code)
• Conversion rate
• Engagement / bounce rates
• Repeat scans by the same person
• Much more

Data obtained from QR code tracking provides invaluable insight for making informed marketing decisions beyond just viewership numbers.

By adding QR codes to your video ads, you're introducing a more comprehensive understanding of how audiences interact with your video advertising and the actions they are taking, if any.

You can also compare and split test performance across different video advertising campaigns with this enhanced data. Sooner rather than later, this approach gives more objective evaluation on what is working and what is not.

Don't be in the dark on the effectiveness of your video advertising budget! QR codes help you get the data you need to optimize and discover how to produce a more consistent ROI.

Have a Good Design

If you're going to use QR codes on your TV ads, it's key to prioritize the design and aesthetics of the code itself. A well-designed QR code is eye-catching and easy to scan.

Also important are the graphics, colors and overlays surrounding the QR code. Too much clutter or "over-doing" it could interfere with readability, leading to missed scans or no scans at all.

Add a Call-To-Action

Make sure to always add a simple call-to-action near the QR code to encourage viewers to scan it. Clear instructions, such as "Scan now to learn more," can entice viewers to engage and actually scan the code.

Make Sure It's Clearly Visible

As far as position, many QR codes are positioned in the bottom right of the screen. This isn't always necessary, however. As long as the QR code is in a position that is easily viewable and accessible to your viewers without getting in the way of the actual ad, it will be fine.

You don't always need to have the QR code visible for the full duration of your video ad, but that is an option. If you'd rather not feature the QR code during the entire commercial, featuring it at the end, after the audience has already absorbed your message, is best.

Make sure the code remains on-screen long enough for viewers to scan it.

Build A Great Landing Page

To increase your conversion rates after the code is scanned, make your landing page (or content accessed through the code), align with the theme and message of the video ad itself. This keeps your branding consistency solid, which is marketing 101.

Just as important is ensuring you're delivering an excellent mobile-friendly experience. Remember, most viewers, if not 100% of them, will be viewing this page on their phones. A bad mobile experience means an interrupted experience and that viewer isn't likely to stick around, wasting advertising spend.

As with any marketing strategy, QR codes comes with their own set of challenges and pitfalls. Take special care to test your ads thoroughly before tackling this strategy with your marketing company.

Code Readability

Make sure your QR codes are a proper size and have the right contrast to be able to be easily scanned. Also make sure to test and different distances. (how far back do you sit from your TV?) It's also important to test the QR code on multiple phones, not just your own.

Generic Looking Your QR Codes

Did you know that you can frame and add your company's logo to your QR code? You can also change the color, add icons and even squeeze in a simple call to action mentioned below. This will help your QR code stand out even more and perhaps even entice a scan.

Instructions & Call To Action

Be sure to clearly state what is going to happen when they scan the code. In some cases, you may provide simple instructions too. Phrases like "Scan with your camera to get 5% off now" can go a long way.

Not Tracking Destination Visits Properly

If linking to a website or URL (which many QR codes do), be sure that URL contains proper tracking parameters such as UTM codes. This will be dependant on your needs and the tracking tools you're using.

Not Saving Your QR Codes

This makes it easy to reuse codes and destinations in multiple campaigns without having the design and generate the code all over again. There are plenty of services you can use to do this, or you can just save them yourself.

Now that you understand the impact and potential benefits of using QR codes in  your video advertisements, it's time to actually create one and get started!

• Beaconstac - Paid, Free Trial
• QR Code Generator - Free & Paid (We use this for our clients)
• QR Code Monkey - Free
  

The differences between free and paid come down to the customization, traceability and ease of use. Please visit all of the options and perform research on your own to see what fits best for your situation. Maybe we'll do a review in the future based on our findings!

I hope this guide has empowered you with the knowledge to start tracking your video ad performance more effectively using QR codes. Have questions or need expert assistance? Don't hesitate to contact us by requesting a review of your current website and digital marketing strategies.

Together, let's unlock the full potential of your video advertising performance and help your brand meet modern expectations.

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