QR CODES FOR
YOUR PORTAL FOR PERFORMANCE ON CTV
It's not just about the QR code
Implementing an effective QR code in a CTV campaign requires more than simply running an overlay on top of your ad. If you want audiences to engage with it, it has to be done the right way.
It's about how you choose to use a QR code
There are many factors to consider when planning a successful QR code-based activation on CTV. The four most important considerations are also the most frequently overlooked.
For a QR code to be usable from the couch, it needs to be large enough for the camera to be able to read it.
For a QR code to be readable it requires a certain amount of 'dark space' around it.
TIME ON SCREEN
Scanning a QR code requires consumers to make a number of conscious and unconscious decisions.
Activating a viewer in a lean-back setting requires more than time. It requires giving them a reason to want to do so.
All of the considerations above ultimately lead to the basic fact that overlaying your ad with a QR code is sub-optimal.
More importantly, we believe that your beautiful creative deserve to have the entire screen.
Inviting your target audience to engage with a QR code ahead of your ad gives you the chance to 'own' a viewer's attention on two screens at the same time.
This is particularly beneficial if the message being in your ad and destination you have sent to are mutually beneficial as you are able to reinforce the message.
In an instance where you would benefit from having a viewer see your ad before activating them through a QR code, Bookends are the ideal format.
The open of the Bookend serves to get their attention, inform them well ahead of time that they're going to need their phone and give them a reason why they should care. After your ad has run, the viewer then has plenty of time to scan the code.
We take a progressive approach when it comes to the potential and use of QR Codes in a CTV campaign. While most marketers think their potential goes as far as sending someone to a landing page, we embrace them for everything they're able to do.