QR Codes in 2025: What's Hot and What's Not.
- Origin
- Aug 5
- 3 min read
QR in 2025 codes remain one of the only direct and privacy-safe ways for CTV advertisers to drive traceable, quantifiable and measurable, lean‑forward actions from couch-based viewers. When done right, QR codes have the capacity to serve as a direct portal to any destination, through which brands can establish signal strong viewer intent while respecting privacy norms.
Why QR Codes Still Matter in CTV
Immediate Measurement
Scanning a QR code from a TV screen is no different to a click - something CTV does not traditionally support with the exception of remote-control based engagement. It bridges the gap to track campaign engagement directly on mobile devices and provides direct as well as indirect intelligence which can be cut a number of ways.
Privacy‑safe tracking
Since QR scans occur on mobile phones and redirect externally, they bypass CTV attribution limits while delivering first‑party behavioral data.
What’s New in 2025: CTV + QR Code Landscape
Market Momentum
U.S. CTV ad spend is forecast to reach $33.35 billion in 2025, up about 16% year-over-year, and globally, ad spend is expected to hit $48 billion in 2025, growing 33% over 2023 levels/
Viewer Behavior & Scan Rates
Most regular TV/CTV viewers recognize QR codes in ads and understand how to use them - DOWNLOAD NATIONWIDE REPORT HERE.
However, median scan rates remain low - only about 0.004%, meaning roughly 400 scans per 10 million impressions, according to BrightLine.
Role of Dynamic Overlays As A Format
Formats such as QR overlays or product galleries as offered through Origin's solution, Aperture, earn an additional average of 71 seconds of engagement time compared to standard pre-rolls, per Innovid research.
Some providers report such formats can deliver up to 4.6% engagement rate, far surpassing QR codes alone.
Furthermore, by leveraging Origin's proprietary Native CTV ad extension solution - Slingshot - you can extend the time a QR code spends on screen and present further, clear messaging to each audience being targeted.
Design & Activation Best Practices for QR on CTV
Origin's QR code best practices remain relevant - size, placement, timing, incentives are still the keys:
Size & readability: Your QR code must be large enough to scan from the couch—Origin recommends minimum 5 inches for a 43″ screen, with ample quiet zone around it.
Timing matters: Use bookend or chaser formats—show the QR before or after the primary ad to avoid disrupting the viewer’s flow and to give time to engage.
Incentives & CTA clarity: Reinforce scan purpose (e.g. “Scan to save 20%”) and frame the QR code with simple direction plus logos or branding.
Contrast & quiet zone: Maintain high contrast (e.g. dark code on light background), with a margin around the code to ensure scanning accuracy.
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Limitations and Alternatives
Low scan rates: Median QR scan rates remain very low (~0.004%), so not every campaign justifies a QR overlay unless other interactive options are unavailable or viewer intent is high.
If Shoppable TV is your goal, other formats exist which might be suitable depending on your needs - REQUEST NATIONWIDE SHOPPABLE TV REPORT HERE.
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How to Integrate QR Codes Thoughtfully
Design for success
Prioritize size, contrast, quiet zone, and visible CTAs.
Use dynamic codes
Smart‑redirect codes for app download or OS-agnostic destination management Uniqode.
Test your formats
Compare QR overlay campaigns with dynamic messaging, incentives and CTA's vs ad formats where the QR code is built into the ad.
Track & optimize
Collect scan metrics, OS/device info, align with campaign objectives and optimize based on the results you are seeing.
Conclusion
QR codes continue to serve a role in CTV as a measurable bridge between lean‑back viewing and lean‑forward action. In 2025, with CTV ad spend booming and user behavior evolving, QR usage is rising - but engagement remains niche compared to richer interactive formats. Use QR codes when you need clear attribution, second-screen activation, or cross‑OS links, and use interactive ad formats where available for higher engagement.
If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
Learn more at: originmedia.tv
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