Breaking the Fourth Wall: The QR Code Evolution in TV Advertising

Since the first television commercial way back in 1941, creating a standout experience via the digital box has been a primary objective for many brands. And while television remains a potent force in the advertising industry, it faces some core challenges. For one, it can often be a one-way street (i.e. little interaction). Additionally, tracking viewership metrics is often a convoluted task. 

That’s why TV QR codes emerge as a highly elegant solution. They transform the passive ad consumption–which, let’s admit, we’re all majorly tired of–into both an interactive experience and a quantifiable investment. 

Now, that all sounds nice in theory, but you’re probably wondering why you keep hearing about this technology. So we’re here to break it down for you. 

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Uses for QR codes on TV

QR codes on TV have carved out their reputation in the advertising industry. However, they also provide tremendous value to networks and production companies as well. Below are the main use cases of QR codes on TV. Remember, the sky’s the limit here. The more inventive you are with these approaches, the better outcomes you can expect.  

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Product information pages: This is the most common use for QR codes on TV. Basically, this describes directing viewers to a website where they can learn more about a product and potentially make a purchase.

‍App downloads: Advertisers looking to promote an app should look no farther than QR codes. Why? The QR code can lead directly to the app's page in an app store, enabling instant and frictionless downloads.

‍Interactive content: QR codes can be used to direct viewers to interactive content, such as games, quizzes, or surveys, to increase engagement.
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‍Additional or exclusive content: For TV shows or movies, QR codes can be a vehicle for providing access to content like behind-the-scenes footage, interviews with actors, or further information about the topic of a documentary.

‍Voting or polls: Remember the early days of American Idol when you’d call in to vote for your favorite contestant? Well, QR codes can essentially do that but better. During live events or reality shows, QR codes can be used to facilitate voting or polling from the audience.

‍Accessing recipes or instructions: In cooking shows or DIY programs, QR codes can be used to provide detailed recipes or instructions that viewers can then save or print.

‍Check-in or registration: QR codes can be used for viewers to check-in, register, or sign up for an event, a website, or a loyalty program being promoted on TV.

‍Digital tickets or coupons: Advertisers or broadcasters can provide special offers, discount codes, or digital tickets through QR codes displayed on the screen.

‍Fundraising or donations: During telethons or charity events, QR codes can make the donation process much quicker and easier for everyoneHaving users scan to donate turns an arduous process into a frictionless one.

‍Social media: A broadcaster or advertiser can use QR codes to lead viewers to their social media channels. Thus, encouraging them to follow or engage with their content and  simplifying the overall experience by eliminating the need for users to manually type in a username.

Augmented reality (AR): When sufficient tools are available, QR codes can be used to launch AR experiences–think, trying on clothes or makeup virtually, or visualizing how furniture might look in your home.
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Why use QR codes on TV?

In the intro here, we touched on how QR codes can be tremendously useful tools for TV advertising. As you learned in the prior section, this doesn’t necessarily mean that only brand advertisers are able to access these benefits. Rather, networks and production companies can elevate their own marketing performance through this format. 
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Now, why would they both want to do that?  
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• ‍Easy user experience: It’s super easy for viewers to scan a QR code with their smartphone's camera and directly be transported to a website, online store, or landing page. It's a simple and convenient way to encourage engagement. 
  
  ‍Direct navigation: Since QR codes eliminate the steps in remembering, searching, and/or entering a URL for a website, more viewers are likely to visit.
  
  ‍Accurate measurability: By embedding a QR code in a TV ad, advertisers can more accurately track the ad's performance. Every time the code is scanned, it registers as a unique interaction, providing valuable metrics on viewer engagement. Using Flowcode’s analytics, Flowlytics, users are able to get real-time updates regarding their codes scan engagement data as well as customer data.
  
  ‍Wide range of format options: QR codes can be used to take viewers to a variety of content formats. Whether it’s websites, landing pages, videos, or multimedia content, a simple scan of a QR code allows users to access and engage with content directly. 
  
  ‍Personalization: With QR codes, content can be tailored to audience members based on the time, place, or even specific viewer (depending on available data). That means more relevance to your brand directly translates to more user engagement. 
  
  ‍Immediacy of action: Since a QR code requires a scan, it encourages viewers to take immediate action. Pro tip: This especially rings true for limited-time offers.
  
  ‍Bridge between the digital and physical: QR codes serve as a bridge between physical (TV) and digital (smartphone or tablet) spaces, integrating different media in a single user experience. By simply scanning a QR code, people can swiftly transition from the offline to the online world. 
  
  ‍Direct engagement: QR codes can directly engage the audience by prompting them to interact with the content in a way that they might not have otherwise. By scanning the QR code, users are instantly encouraged to participate in interactive campaigns, contests, surveys, and more. 
  
  ‍Less space: A QR code is a tiny little square on the TV that can open up an extensive amount of information. This compact code acts as a gateway to open up an extensive range of content.
  
  ‍Cost-effective: In general, QR codes are inexpensive to create and apply, making them a cost-effective tool. The benefits your business will see, for example brand awareness and the collection of useful customer data, greatly outweigh the small price tag that comes with purchasing a Flowcode plan.
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Unlocking TV's interactive potential

QR codes are an invaluable tool for spurring engagement on TV. By incorporating a QR code on TV, advertisers and networks or production companies can enhance audience interaction, track ad performance, and bridge the gap between the offline and online world. Leveraging Flowcode's advanced QR code solutions for TV advertising provides a highly effective, user-friendly, and data-driven advertising model benefiting consumers and businesses alike.

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Flowcode comes into play as an industry-leading provider of QR code solutions, designed with TV engagement in mind. Unlike generic QR codes, Flowcode's offering is fast, highly scannable, and customizable. With its state-of-the-art design, Flowcode's TV QR codes can be scanned from any distance, angle, or speed, mitigating the common issue of difficulty scanning due to screen distance and motion.

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