"From branding to performance Despite being a great fit for TV commercials, QR codes originally had nothing to do with advertising. Quick response codes were invented in Japan in 1994 as a way to track vehicles during manufacturing. Though traditional barcodes are limited to 20-25 characters, QR codes can hold thousands of characters, including numeric, alphanumeric and even binary data, which should be enough to make data-hungry ad tech marketers happy."
"Except for infomercials with 1-800 numbers, TV has historically been an advertising medium for branding. The addition of a QR code makes the TV commercial actionable and allows marketers to track the success of the intended action. With research from MNTN showing that 83% of Americans use a mobile device while watching TV, QR codes provide a performance marketing opportunity if the calls to action are enticing."
QR codes, which grew in prominence to provide menus and other information during COVID-19, are experiencing a marketing comeback. QR codes make TV commercials actionable and allow marketers to track success of intended actions, offering performance opportunities beyond traditional branding. Research from MNTN shows that 83% of Americans use a mobile device while watching TV, creating a receptive context for scannable calls to action. Maximizing QR effectiveness requires more than placing a scannable code on existing creative, and industry best practices are emerging. QR codes enable detailed measurement and attribution, and studies show revenue, conversion, and brand-lift results.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]