QR Codes are Making a Comeback in Paid Media

QR codes, once thought to be outdated, are seeing a resurgence.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:

If you have a paid media challenge that needs a solution, contact us. We would love to work together on a strategy to take your brand to the next level.

For our thoughts on communication and brand strategy, industry trends and more, subscribe to Padilla Insights here.

Related Posts: Monday Afternoon Roundup: Which Brands Rose to the Top in #Superbowl47 Pharmaceutical Ads Lose the Super Bowl Broncos or Panthers? Do we even care? How the Super Bowl consumes us all. Ad Bowl XLIX: Who Scored, Who Flopped and Who Caught Us Off Guard Here’s What Really Happens When a City Hosts the Super Bowl 5 In 5 Super Bowl Edition: M&M’s Zoom Call, Big Brands Opt Out, Poetry x Football, Chipotle On Sustainability, Hellmann’s Tackles Food Waste