How QR Codes Provide Endless Possibilities for Emerging Media
Large-format ads like DOOH and CTV have always aimed to capture attention, and now, they’re adding a new weapon to their arsenal: QR codes. Now, they’re adding a new weapon to their arsenal: QR codes. These pixelated squares have evolved from their humble beginnings as inventory trackers to becoming powerful tools for enhancing user engagement and bridging the gap between physical and digital realms.
But why the sudden surge? It’s not just a fad – it’s a strategic shift driven by several factors:
Rise in familiarity with QR Codes:
The global increase in online payments facilitated by QR codes has significantly increased the familiarity of a wide range of audiences with this technology. Additionally, Covid-19 also had a big part to play in accelerating the adoption of QR Codes across various use cases. From 2021 to 2023, there was a whopping 323% growth in the usage of QR Codes in marketing, and now has reached over 26.95 million scans globally (QR Tiger: QR Code Industry Insights Reports). Therefore, it’s logical for advertisers to incorporate QR Codes into their large format ads, whether they’re targeting families through CTV or corporate professionals via Digital Out of Home.
Convenient and Accessible:
With the advancement of different DOOH screen sizes and shapes, ADs can now be strategically placed at key locations where the dwell time is high, allowing audiences to conveniently scan the QR Codes. With 7 Billion smartphone users around the world with the power to scan a QR Code within seconds, Screens at Clusters like Malls, Tech Parks, and Airports have opened up prime advertising opportunities for brands to showcase their latest offerings.
Aiding Contextual and Hyperlocal ADs:
In today’s cookie-less world, the era of Contextual ADs has begun, and brands are using QR Codes in their ADs to improve the experience for the audiences. 85% of Gen-Z consumers are interested in scanning a QR code to access discounts/product information(YPulse). During the Barbenheimer fever in 2023, Myntra took over DOOH Screens at movie theaters to target Gen-Z Audiences, leveraging QR Codes that viewers could scan to explore their Gen-Z-focused catalogue based on this trend. Customized QR codes, with frames and actions, are 80% more effective than regular, generic-looking QR codes (QR Tiger: QR Code Industry Insights Reports)
The Future is Interactive:
QR codes are just the beginning of the interactive revolution in large-format advertising. As technology advances, we can expect to see more dynamic and immersive experiences, integrating augmented reality, gamification, and personalized content. Realme leveraged QR Codes and AR to provide interactive experiences for viewers, displaying the viewers’ images on their product showcased on the DOOH Screen, innovatively promoting their phones’ key feature.
AI, CGI, and Innovation:
With the power of the latest technology, advertisers have the freedom to push boundaries with their use of QR Codes. BOAT had innovatively used QR Code-based art on Billboards to showcase up-and-coming artists in the shape of QR Codes. Viewers could scan the artist(QR Code) and discover that artist, creating buzz all around social media. Dunzo also innovatively ran a 20-second QR Code Commercial on OTT during the highly coveted IPL Finals, with an “Inconvenience Regretted” message along with a cue saying “Scan for Convenience”. This led to a massive increase in their app traffic and order numbers during the duration of the campaign.
QR Codes bridge the gap between the physical and digital world and serve as a key driver of your omnichannel advertising strategy, offering viewers an immediate gateway to deeper engagement and personalized experiences. Lemma’s platform provides advertisers with the tools to harness the power of QR code adoption, offering programmatic solutions across DOOH, CTV, and OTT channels. This ensures that advertisers can effectively engage and target audiences according to their preferences, maximizing the impact of their campaigns.