QR codes, once thought to be outdated, are seeing a resurgence. “Pandemic-period” menus, scanned using our cell phone cameras, have generations of consumers using them more frequently.
Paid media tactics, like connected TV (CTV), are more clickable with QR codes. By using a frame on existing video or integrating the QR code into the video, consumers have a way to engage with your content directly, even if they are streaming on their TV.
Last year many of us were intrigued by a QR code bouncing around on our screens during the Super Bowl. Someone paid big bucks to NOT display a logo or brand message but rather stay shrouded in mystery with a mostly blank screen.
A quick poll of viewers of this year’s Big Game showed that 75% didn’t even consider engaging with a TV ad’s QR code, 5% considered it and 13% clicked on the ad. I don’t know about you but a 13% click through rate isn’t bad in my book (For comparison: a good Google search CTR is 5%, Display is 0.15% and Native is 0.20%.)
Here are a few best practices for utilizing QR codes in video:
- Leave it on the screen for more than five seconds – don’t assume viewers are ready and waiting with their phone camera teed up.
- Create some mystery – people click because they are curious. Who is it? What do I get? How does the story end?
- Test, test, test – If you’re using different video versions, use different QR codes/utms. Linking to the same page is fine but what makes people click? Which video resonates with your audience? Which message or call to action are driving engagement?
- Don’t hide the QR code – some QR codes are very clever and look built in, but make sure it is easily seen and scanned.
- Make sure your landing page is mobile friendly – it should be a mobile-first page with quick, digestible content and a clear, simple next-step action.
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