QR codes emerge as CTV advertising’s solution to privacy-safe ad measurement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 14, 2022, 5:08 AM GMT+0

Compared to phone numbers and URLs, QR codes work more effectively as a CTA on TV ads.

While QR codes were adopted by restaurants to avoid passing viral germs from one menu to another, they have now found new uses in out-of-home advertising and experiential retail. About 83.4 million smartphones users in the US are expected to scan a QR code in 2022, marking a 10% rise from last year.

By placing QR codes in TV ads, advertisers can use the codes to track viewers and determine if audiences were influenced enough to take an action. Brands can even measure campaigns in a privacy-safe manner as they do not need to navigate CTV’s attribution systems to gather valuable data from QR codes.

But, QR codes also come with certain limitations. For instance, certain audiences may find it jarring to spot the codes on TV. Similarly, QR codes may not work well for every other CTV ad, especially when the creative is visually stimulating.

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