QR code on TV commercials. How Interactive CTV Ads Boost Conversions

Years ago, the customer journey was much longer than now. After seeing an ad on TV, customers looked for additional information from offline sources like newspapers or catalogs, then had to go to the mall and choose between proposed goods. But the internet changed everything. Now, the audience may know everything about the product and company without standing up from the couch. They can even buy without leaving home. Interactivity in CTV advertising is a great tool that helped to change passive TV ad watching into an engaging experience. Interactive CTV advertising leverages advanced creative features such as clickable elements, QR codes, dynamic overlays, and gamification to encourage viewer interaction directly from their connected devices, such as smart TVs or streaming media players.

Key Features of Interactive CTV Advertising

• Clickable elements
• Real-time interactivity
• Personalization
• Gamification
• Surveys and Feedback

Types of Interactive CTV Ads

• Shoppable Ads: Allows viewers to browse and purchase products directly from the ad
• Gaming Ads: Immersive gaming experiences within ads
• Carousel Ads: Showcase multiple products or stories in a rotating format
• QR Code Ads: Viewers can scan to access more information or purchase directly

Interactive CTV ads not only have higher engagement compared to traditional formats but also provide valuable data on viewer interactions with advertisements, and this helps to optimize existing campaigns, improve future ad campaigns, and make CTV ad targeting smarter and more effective.

What is a QR Codes and How to Use Them on TV Ads

QR (Quick Response) codes are visual elements in TV ads that viewers can scan with a smartphone or tablet to get additional information about the product. The QR codes usually lead to some web content (product service description, instruction, landing page, video, etc.).

Advertisers use QR codes to enhance viewer engagement, driving immediate actions and providing measurable insights into campaign performance.

Why to Use QR Codes in TV Ads

"Second-Screen" Phenomenon Advantage

QR codes capitalize on the common practice of viewers using their smartphones while watching TV so advertisers can capitalize on the "second-screen" phenomenon. This allows advertisers to reach customers across multiple devices simultaneously and increase interactions with brands.

Measurable Insights

QR codes provide real-time data on scan rates, locations, and times, offering valuable insights into viewer behavior and ad effectiveness. This data helps marketers evaluate campaign success and optimize future strategies. By tracking QR code scans and subsequent actions (e.g., purchases or "follow" clicks in social media), advertisers can directly attribute conversions to specific ads.

Cost Efficiency and ROI Maximizing

With detailed metrics, advertisers can refine their targeting and ad spend allocation, ensuring that resources are used more effectively to maximize ROI.

Brand Awareness and Personalization

Incorporating brand logos and colors into QR codes enhances brand identity and trust. QR codes can also direct viewers to personalized content or offers (for example, QR codes could lead to different content depending on the movie or TV show genre that viewers are watching), increasing relevance and engagement.

How to use QR codes in TV Ads at Different Stages of the Sales Funnel

It may seem that QR codes work only in the purchase stage when advertisers add these codes with a "Buy now" call to action and lead their customers to the purchase page. Still, there are many more opportunities for QR codes to improve communications and conversions at every stage of the sales funnel.

Awareness Stage

QR codes can be used to introduce viewers to a brand by linking to engaging content or interactive experiences that capture attention and generate interest. For example, a QR code might direct viewers from some TV show to a brand's YouTube channel or Instagram page.

Interest Stage

In the second stage, QR codes can lead to detailed product information, tutorials, or testimonials. Personalized content that helps improve engagement and curiosity about the product can reach an audience that has already shown interest.

Intent and Evaluation Stage

At this stage, advertisers can try more conversion-focused messages, such as suggesting viewers watch a demo of the product or offering an exclusive deal or discount that works only if viewers use this specific QR code.

Purchase Stage

QR codes can create shoppable ads by linking directly to the purchase or checkout pages (or chatbot), facilitating immediate buying. This helps minimize barriers and complete a sale.

Best practices with QR codes in TV advertising

QR codes are a great tool for helping advertisers improve TV ads, but they are not perfect. Their effectiveness can be limited by factors such as screen size, QR code visibility, and the need for clear calls to action. Here are some best practices that can help make QR codes more effective.

Visibility

The QR code should be visible and tested on every screen type on which the ad will run. At the same time, it shouldn't be annoying or distracting from the show or move (it is better to place it in the screen corner).

Clear CTA

The QR code should respond to the call-to-action. For example, if the CTA is "Buy Now" or "Get Exclusive Deal" the QR code should lead to the product purchase\exclusive offer page and not to the reviews or product description.

Timing

The QR code should be on the screen for enough time for viewers to notice it. Some test campaigns with small budgets could help advertisers determine the perfect duration of the QR code on the screen. To maximize engagement, it's better to align the QR code display with key moments in the ad.

Trackable and Measurable Outcomes

QR codes provide real-time data on scan rates, locations, and times, allowing advertisers to measure campaign effectiveness and optimize future advertising strategies.