Should you use QR codes on your streaming TV & Video ads?

Streaming advertising is a form of digital advertising delivered to viewers through internet-based services that bypass traditional cable or satellite TV. Streaming services include popular platforms like Hulu, Amazon Prime Video, Disney+, and many others. 

Advertising on streaming platforms allows you to reach your target audience with video ads, often before, during, or after the content viewers are streaming. New advances in targeting are allowing dealerships to reach in-market shoppers and likely buyers in your market with more precision and more measurable ROAS than ever.

90% of TV viewers in the U.S. now stream.  If you’re one of them, you’ve probably seen video ads that feature QR codes. For reference, QR codes are a type of barcode, or scannable pattern, that can contain various forms of data, like website links, account information, phone numbers, or even coupons. Using a QR code in your streaming ads can be a good idea, but it depends on specific advertising goals and the context in which you plan to use it. 

Here are some considerations:

Convenience: QR codes can provide a convenient way for viewers to access more information, visit a website, or take a specific action without the need to manually type in a URL. 

Engagement: QR codes can encourage viewer engagement by offering a direct and quick path to interact with your brand, whether it’s to make a purchase, sign up for a newsletter, or access exclusive content.

Tracking: QR codes can also be used to track the effectiveness of your streaming ads. By using unique QR codes for different campaigns or channels, you can gather data on how many people are scanning the code, when, and where they are doing so, which can provide valuable insights for your marketing efforts.

Clarity and Simplicity: Make sure the QR code is well-designed and clearly visible in your streaming ad. Ensure that it’s easy to scan and that viewers understand the value they will get by scanning it.

QR Code Familiarity: The effectiveness of QR codes can vary based on how familiar your target audience is with them. Some people may not be accustomed to using QR codes, and their response might be limited.

However, there are also potential drawbacks to using QR codes in streaming ads:

Relevance: Ensure that the QR code adds value to your ad and that it is relevant to the content being advertised. If the QR code doesn’t provide a clear benefit or enhance the viewer’s experience, it may not be worth including.

Visual Integration: Integrate the QR code into your ad design in a visually appealing and unobtrusive manner. Ensure that it doesn’t clutter the ad or distract from the main message.

Mobile Optimization: Keep in mind that QR codes are most commonly scanned using smartphones,  so ensure that the landing page or content linked to the QR code is mobile-friendly and provides a seamless user experience.  As a further caution however, since a large portion of streaming content is also viewed using a smartphone, those viewers will not be able to use the QR code and the ad may not be clickable so be sure to include enough information for these viewers to contact you another way.

Value Proposition: The QR code should offer a clear value proposition to viewers. Explain what they will gain by scanning it, whether it’s access to exclusive offers, additional information, or a discount.

Testing: Consider testing the use of QR codes in a subset of your streaming TV ads to gauge their effectiveness. A/B testing can help you determine whether they enhance engagement and conversion rates.

In summary, the decision to use a QR code in your streaming ads depends on your specific campaign goals and target audience. If you can provide a compelling and clear reason for viewers to scan the QR code, it can be a valuable addition to your ad. Ensure that the action they take after scanning the code is relevant and beneficial to them, such as accessing special offers, getting a trade valuation form, or other engagement.

Ed Steenman is the owner of a digital marketing agency specializing in television and video and also a direct sales representative for JamLoop, a cutting-edge demand side platform that leverages exclusive bidding and precision targeting technology to establish highly effective connections with streaming TV audiences. Contact him at either ed.steenman@jamloop.com or ed@steenmanassociates.com.