While QR codes have become integral to our everyday life, their potential in TV and Connected TV advertising is often overlooked. As the first agency in the UK to utilise QR codes in this space, we’ve seen first-hand how they can revolutionise ad measurement and performance. This blog aims to enlighten on how QR codes can be effectively used in measuring TV and Connected TV ad success.
Innovation Amidst a Pandemic: The Birth of QR Codes in Advertising
The Covid-19 pandemic brought QR codes to the forefront, with their usage becoming commonplace, especially in the UK. What was primarily used for contact tracing at restaurants soon presented an untapped opportunity for our advertising campaigns. Previously, QR codes were scarcely used in TV or Connected TV ads. But as their popularity surged, we saw a potential to enhance our measurement methods in TV advertising.
An example of one of our ads using a QR code on the end frame.
Streamlining Viewer Response: The Power of QR Codes
Traditionally, TV ads relied on direct response links leading to specific web pages. While this method works, it requires viewers to manually search or input the correct information. QR codes simplify this process – viewers scan the QR code, and voilà, they land directly on the designated page. Whether it’s for a specific product, app download, or contact information form, QR codes efficiently drive and measure responses to TV and Connected TV ads.
Measuring Engagement in Connected TV Advertising
Unlike traditional TV advertising, Connected TV ads, being digital, air at any time, making it challenging to measure viewer engagement accurately. Here’s where QR codes come to the rescue. Viewers can easily scan the QR code displayed during a Connected TV ad, leading them directly to a specific landing page or app. This not only increases engagement but also facilitates easier response measurement.
Boosting Engagement and ROI with QR Codes
QR codes offer viewers a direct opportunity to interact with your brand, driving engagement like never before. Whether it leads to a product page, discount offer, contest, or educational video, the potential to create viewer engagement is limitless. And with increased engagement comes a higher return on investment.
Multiplying Campaign Potential with Unique QR Codes
A distinct advantage of QR codes is their ability to be customised. Each TV channel or ad creative can have a unique QR code, enabling performance tracking for different campaigns. This granular data offers valuable insights into what drives more engagement, allowing you to fine-tune your ad campaigns for maximum effect.
Incorporating QR Codes into Creative Design
This example of a recent CTV advert we ran in Germany for eToro shows how you can make the QR code an integral part of the advert. By playing the video in the majority of the screen but then having a banner across the bottom and right of the screen you can make the QR code more prominent. It protects the creative video, making sure it doesn’t crash with anything else on the screen. Using the bottom banner you can add an additional message or call to action. I particularly like this style for connected TV advertising, making the QR code as prominent as possible while not affecting the creative will only help improve responses.
Conclusion: Maximising Ad Performance with QR Codes
The dynamic landscape of TV and Connected TV advertising demands innovative tools like QR codes for effective ad performance measurement and engagement. By integrating QR codes into your strategy, you’ll be better equipped to optimise your marketing strategy, ultimately driving a higher return on investment. Embrace the power of QR codes, and let them transform your advertising campaigns into measurable, engaging, and successful initiatives.
If you’d like to know more about QR codes and how to use them on TV and CTV, contact us at The TV Agency.