While initially developed to help with automobile parts tracking, QR Codes have become a popular advertising tool, connecting digital and physical experiences.
Whether you want to bring attention to a product demo video online, share behind-the-scenes footage with your target audience, or direct potential customers to lead generation forms, you can’t go wrong with these handy solutions.
But they don’t just streamline engagement. They also provide valuable insights via scan analytics, making them an ideal marketing tool. That said, they do come with some challenges that you need to consider before rolling out your campaigns.
In this post, we explore the benefits and challenges of QR Codes for advertising to help you effectively plan your next ad campaign.
Note: The brands and examples discussed below were found during our online research for this article.
Why advertisers are using QR Codes in ads
It’s no secret that many businesses cut their marketing budgets at the first sign of trouble. In fact, these budgets have been on a decline since 2022, and many decision-makers are looking for solutions and strategies that deliver higher, more measurable ROIs.
With this in mind, advertising teams have to be smart with their investments—they need tools that are both affordable and effective in meeting their goals. And that’s where QR Codes come in. They bridge print and digital marketing, allowing advertisers to make the most of both worlds.
Here’s why they’re a top choice for modern advertisers:
They foster audience engagement
Living in a world of endless options with alternatives at almost every corner, customers are more demanding than ever. They don’t just want a great product: They expect quick, convenient ways to interact with your brand.
QR Codes can help you meet this need by providing instant access to everything from your website and booking form to your contact information and social media profiles (via URL) with a single scan.
Numerous ads already feature QR Codes to drive engagement. One of the most notable ones is Katy Perry’s recent album campaign. The musician added a temporary QR Code tattoo to her lower back, which, when scanned, directed fans to her official website, offering access to limited-time merch and the option to pre-save her album.
Coca-Cola is also running a QR Code marketing campaign to increase engagement among Gen Z customers. The multi-national beverage company plans to launch Coke bottles with QR Codes linked to its “Share a Coke” digital hub, allowing customers to personalize their bottles.
They simplify tracking and analytics for ad performance
The key to running successful advertisements is understanding what resonates with customers—something QR Codes can help with. These two-dimensional barcodes allow advertisers to track ad engagement through scan data, providing valuable insights into what drives customers to act.
Say you decide to use Bitly for digital marketing and incorporate Bitly Codes into your campaign. In Bitly Analytics, you can track the total number of scans, scans by location (city/country), and scans over time for each code to inform future targeting and campaign optimization strategies.
Pros of using QR Codes in advertising
Undecided on whether to include QR Codes in your advertising campaign? Here are some of the benefits you can enjoy if you do:
Instant access to promotions and landing pages
QR Codes provide instant access to promotions and landing pages, eliminating the need for lengthy searches.
Whether you’re advertising on social media pages or print mediums like billboards and business cards, all it takes is a single scan with a mobile device to take customers exactly where you want them. This allows them to act immediately, minimizing the risk of losing sales because of friction in the customer journey.
Example: A retail store uses QR Codes in print ads to direct potential customers to pages with exclusive discounts, eliminating the need to manually input discount codes when shopping.
Cost-effective and easy to implement
QR Codes are much cheaper than other digital tools, like near-field communication (NFC) tags. They don’t require expensive technology or special training to create, and you only incur subscription costs from your chosen QR Code generator and printing costs when adding them to print marketing materials.
QR Codes are also cost-effective because they limit paper use. Rather than printing lengthy ads detailing everything about your product, you can provide a brief overview accompanied by a QR Code linked to a webpage with more comprehensive details, saving tons of paper.
Works across multiple ad formats
The beauty of QR Codes lies in their versatility. They work equally well across print media, digital mediums, TV ads, outdoor advertising, and any other advertising channel, allowing you to target multiple audiences simultaneously.
The best part? Thanks to their trackability, you can compare scan metrics from the different channels to understand where most of your customers are. This can promote efficient resource allocation in future advertisements.
Example: A CPG brand runs a TV commercial, a PPC ad, and an email marketing campaign, with each including a unique QR Code that directs audiences to its website for seamless online orders.
Encourages omnichannel engagement
QR Codes bridge the gap between traditional and digital marketing, driving traffic from physical ads to online platforms. This seamless transition facilitates instant engagement from customers who come across physical ads, potentially increasing conversions.
Example: A realtor adds QR Codes linked to their online booking page to yard signs, allowing potential buyers to make house viewing appointments in minutes.
Cons of using QR Codes in advertising
As with any advertising tool, QR Codes have some limitations you need to consider before implementing them in your marketing strategy. Here’s a look at the most common ones—and how you can keep them from impacting your QR Code campaign.
Requires user action and intent
Unlike passive ads, QR Codes require active engagement on the customer’s part. So if you want to drive action, you’ll need to give them a reason to scan.
So make sure you accompany each code with a clear call-to-action (CTA). For example, if you’ve linked your code to a landing page with a discount offer, you could use a CTA like “Scan to unlock an exclusive discount.” People are more likely to scan when they know where the code will take them and what’s in it for them.
Limited usability in fast-paced environments
To scan QR Codes, people must stop, take out their mobile devices, and open their cameras or QR Code readers. This could take anywhere from a few seconds to a few minutes—which is time audiences may not have in fast-paced environments like busy highways.
To maximize scan numbers, place your codes in locations where people have sufficient time and opportunity to engage with them. For example, instead of adding them to billboard ads on the freeway, place them in magazine ads, storefront windows, or direct mailers.
Security and trust concerns
QR Code technology is inherently secure, but criminals do create fake QR Codes and pass them off as belonging to trustworthy brands. So some customers may be concerned about the security risks of scanning them. To build trust with your audience, maintain brand consistency across all your codes by incorporating branding elements.
When you get started with Bitly, you have complete control over every aspect of your QR Codes. You can customize your codes using your business’s colors and logo, choose a unique pattern and frame, and add an eye-catching CTA. This makes your codes instantly recognizable, which can encourage engagement.
Not accessible to all audiences
While most modern mobile phones have QR Code scanning capabilities, not all do. Further, some people may be unfamiliar with QR Code technology, affecting your scan rates. So provide alternative ways to access the content in your ads, such as branded short links that are quick and easy to type into a browser.
All Bitly Codes include an accompanying short link that’s fully customizable. You can personalize the back half (slug) and use your own domain instead of the default bit.ly. So instead of a generic “bit.ly/58n90BN,” you can create something that’s branded, memorable, and easy to type, like “your.brand/SummerSale.”
Best practices for using QR Codes in ads effectively
Want to maximize QR Code success in ads? Keep these best practices in mind as you roll out your campaign.
Use a clear call to action (CTA)
Don’t just place a code with no context in your ads. A CTA eliminates ambiguity by letting potential customers know what to expect at the other end of a scan, which can increase their likelihood of engagement.
To encourage scans, make sure your CTA is clear, concise, value-focused, and action-oriented, like “Scan to get 20% off” or “Scan for exclusive content.”
Optimize QR Codes for mobile experience
The vast majority of your target audience will scan your codes using their mobile devices. So make sure they lead to mobile-friendly landing pages for seamless user experiences. If they don’t, potential customers may drop off before converting, impacting your ROI.
To optimize landing pages for mobile:
- Use a responsive layout that adjusts to different screen sizes.
- Compress images to reduce file size.
- Make sure your CTA buttons are visible and large enough to tap.
- Enable caching to increase load speed.
- Use a highly readable font.
Test QR Code placement and design
QR Code placement and design matter. The more visible and easier to scan your codes are, the higher engagement will be. To maximize your scan numbers:
- Make sure your QR Code doesn’t get lost in your ad. Include plenty of white space around the code, and place it in viewers’ natural line of sight.
- Avoid placing codes in areas where they might get distorted, like page corners and folds.
- Choose the right QR Code size (they should be at least 2 x 2 cm).
- Maintain a high color contrast when customizing your codes.
Test your codes across different devices (Apple and Android) and lighting conditions to confirm their scannability. If they’re hard to scan, use high-resolution image formats like PNG and SVG, increase your code size, ensure sufficient white space, and adjust your positioning as needed.
Track and analyze performance with Bitly Analytics
QR Codes can provide valuable customer insights to support ad campaign optimization. With Bitly Codes, you get real-time performance metrics like total scans, scans by location (city/country), and scans by device via Bitly Analytics.
This data can help you better understand your customers and adjust ad campaigns to increase conversions. For example, you can determine which ad creatives resonate best with your target audience through total scan data and refine future offerings based on the type of device they typically use.
Elevate your advertising strategy with QR Codes
While they do have some limitations, like reliance on user action, QR Codes can make a world of difference in your ad campaigns. They provide direct access to content and promotions, encourage omnichannel engagement, and provide actionable customer insights, potentially improving your campaign’s ROI.
With Bitly, you can create, customize, and track Dynamic QR Codes from one location, streamlining your ad campaigns. Need to switch up a destination on the fly? Update your QR Codes’ URLs at any time to point to the most relevant content, offers, or promos—all from one platform and with no reprinting required!
Sign up for Bitly today to create trackable, custom QR Codes that elevate your ad campaigns and help maximize conversions!
