Volume 20 No. 2: Quick response, big impact

Consumers embraced QR codes during the pandemic. Since then, advertisers have jumped on the chance to test them—adding codes to direct mail, billboards, and TV ads. But what have we really learned about making the most of this new tool? 

 

75% of US consumers say they plan to use QR codes. 

QR went mainstream in 2020... then kept growing. In 2022, 83 million US smartphones users scanned a QR code. By 2025, that number will be just shy of 100 million. And most consumers are excited to continue using QR. When looking at just adults ages 18-44, those that say they’ll scan QR codes in the future rises to a whopping 82%. 

QR codes give advertisers a direct line to consumers. That shouldn’t be wasted. 

Today, nearly 90% of TV viewers watch with a second device in hand. So when your TV commercial featuring a QR code call-to-action appears on-screen, they’re ready to scan the code if interested. 

But advertisers don’t always implement QR codes effectively. And there’s a good reason why. From how long a QR code should be left on-screen, to matching user expectations for where scanning the code will send them, to recommendations around incorporating the code into the creative, there’s a lack of well-researched best practices for QR.  

Establishing those best practices is crucial. As QR code adoption grows, advertisers that don’t optimize their efforts will miss key opportunities to engage customers. Which is, of course, a real marketing headache. Listen in on our discussion. 

“Scanning for Success” 

Get advice for using QR codes in TV advertising based on a survey of 1,000+ participants, extensive user testing, and in-market TV campaigns across brands ranging from DTC trendsetters to established insurance providers. Read the report.

Follow the customer’s lead. Then lead them. 

“The most important thing is to forecast where customers are moving, and be in front of them.” 

—Philip Kotler, the 'father of modern marketing'