Streaming services have transformed how we consume content. With this shift, brands are increasingly turning to connected TV (CTV) advertising to meet viewers where they are—on their favorite streaming platforms. But in a world full of ads, how do you stand out?
Utilizing QR Codes in TV commercials is not a new phenomenon, but these scannable 2D barcodes take CTV ads to the next level by turning them into an interactive experience. They make it easy for viewers to take action with a quick scan. For marketers, they also provide measurable insights to track ad performance and audience engagement.
Here, we’ll take a closer look at how QR Codes are changing CTV advertising and how you can make them work for your brand.
Note: The brands and examples discussed below were found during our online research for this article.
What is connected TV
Unlike traditional TVs, which rely on terrestrial, satellite, or cable signals, connected TVs (CTVs) are internet-enabled devices. This means that users can stream video content directly from the web to their televisions.
While traditional TV is bound to a programming schedule, CTVs put control firmly in the hands of viewers. Users now have the freedom to choose what to watch, when to watch it, and on which platform—whether it’s Netflix, YouTube, Hulu, or another streaming service—giving them complete autonomy over their viewing experience.
Given all the benefits, it’s no surprise that 79% of U.S. homes now own a smart TV—up from 66% in 2020.
Some of the most common CTV devices include:
- Smart TVs: Televisions with built-in internet connectivity that enable direct access to streaming platforms and apps with no external plug-ins
- Streaming devices: External devices like Roku, Amazon Fire Stick, and Google Chromecast that plug into your TV and give you access to streaming services.
- Gaming consoles: Devices like Xbox and PlayStation that offer video streaming capabilities as well as gaming features
- Set-top boxes: Devices like Apple TV or cable boxes with internet connectivity that stream content from various services
How CTV advertising differs from traditional TV ads
Traditional TV advertisements are essentially one-size-fits-all. While advertisers can target ads based on the likelihood of certain demographics watching certain programs, these are educated guesses at best.
With traditional TV advertisements, the strategy is to cast the net far and wide and hope your target audience sees your ad—with no way to measure or monitor any follow-up actions.
CTVs, on the other hand, enable brands to target specific viewers based on factors like interests, location, device, and past behavior. Instead of choosing a time slot and hoping for the best, you can deliver ads directly to your ideal audience at exactly the right time.
But that’s just the start. In addition to targeted visibility, CTV advertising enables you to turn your ads into meaningful points of brand connection.
Since these TVs are powered by the internet, they enable interactivity. As your ad plays, viewers can click on an associated link or scan a QR Code to shop instantly or learn more about your brand—depending on your ad’s goal. Instead of ads being a one-way communication tool, they become an action point, driving instant and direct engagement.
CTV ads are also fully trackable, so you can take the guesswork out of measuring success. With link and QR Code analytics, you can see exactly how your ad is performing in real time—so you always know how well it’s connecting with your audience.
The shift toward CTV advertising is driven by changing consumer preferences. With the rising number of streaming platforms and the growing cost of paid subscriptions, consumers are increasingly favoring ad-supported models.
According to Deloitte, many viewers are open to watching ads if it means reducing subscription costs. And Accenture projects ad-supported streaming revenue will reach $32.6 billion by 2026. It’s clear that ads are becoming a vital part of the streaming experience—and a powerful opportunity for brands to connect with engaged audiences in new ways.
Benefits of including QR Codes on your CTV ads
For today’s brands, there’s no better time to lean into shoppable CTV ads. And one of the simplest, most engaging ways to do it is through QR Codes. Here’s a look at why.
Enhanced viewer engagement
Did you know that 84% of U.S. adults browse the internet on their phones or tablets while watching TV? This is known as the second screen phenomenon—and, at first, it might seem like a challenge for your advertising efforts. After all, you want people to watch your ad, not be distracted by their other devices.
But the second screen is something you can harness to your advantage—and QR Codes are an excellent way to do it.
Instead of fighting for your audience’s undivided attention, you can make your TV ad a proactive touchpoint within the omnichannel journey. With a simple scan, viewers can engage directly with your ad on their mobile devices, enabling you to reach your customers both on their TV screens and on their phones in tandem.
Driving immediate action
Traditional TV commercials typically lack urgency to prompt immediate action. Just think—how many times have you watched an ad, thought the product looked interesting, and then promptly forgot about it? Unless there’s a motivation to act quickly, your ad will fail to make an impact.
QR Codes help bridge the gap between passive viewing and action. When you place a well-crafted call-to-action (CTA) alongside a QR Code, you invite viewers to act instantly. Whether it’s learning more about your product, accessing exclusive content, or making a direct purchase, the action is just a scan away.
This immediacy is incredibly powerful for driving marketing results. Unlike traditional ads that rely on memory and long-term brand recall, QR Codes spur action there and then. With a scan, you turn your audience’s curiosity into real engagement. They don’t just see your ad—they interact with it.
Simplified customer journey
A seamless customer journey is key to building loyalty and driving conversions. As McKinsey research shows, frictionless experiences improve customer loyalty, increase revenue, and reduce customer support costs. It’s easy to understand why. The easier it is for customers to interact with your brand, the more likely they are to engage and take action.
QR Codes help eliminate friction by providing instant access to your brand. Instead of searching for your product, typing in a URL, or hunting for your social media, customers can connect with a single scan—making the journey smoother and more intuitive. This simplicity boosts the likelihood of conversions, whether the goal is making a purchase, downloading an app, or learning more about your brand.
Measurable insights
Is your ad truly connecting with your audience? Is it driving conversions, and where are people engaging from? With QR Codes, you can answer all these questions with confidence, thanks to real-time, data-driven insights on key metrics like scan rates, times, and geolocation.
Say you’re a fashion brand using CTV ads to promote your latest collection. Once your ad is live, your QR Code analytics will give you an instantaneous view of how the campaign is performing. You’ll know exactly how many people are scanning the code, when, and where they’re located.
When you combine these insights with tools like Google Analytics, you can also see what actions they take once they land on your website—whether it’s browsing products, signing up for exclusive offers, or making a purchase.
These insights empower you to measure the success of your campaign and improve it over time. If you see a spike in scans from a particular region, you could tailor a follow-up promotion targeted at that location. Or, if you notice visitors are dropping off before completing a purchase, you might adjust your offers or streamline the purchase flow to improve conversion rates.
Reasons for marketers to use QR Codes on CTV ads
QR Codes are a versatile, engaging way to transform your CTV ads into a memorable point of brand connection. Here’s a closer look at why QR Codes are ideal for marketers.
Improve ROI
With traditional TV ads, there’s no guarantee that your target audience will see your ad or take action. But QR Codes encourage passive viewers to turn into active participants, bridging the gap between ad exposure and tangible outcomes.
By embedding a QR Code in your CTV ad, you create a trackable call-to-action that drives engagement—whether it’s website visits, product purchases, or sign-ups. With detailed metrics like scan rates and engagement times, you can see exactly how your ad dollars are being spent—and how effectively they’re driving results.
Armed with these insights, you can refine your strategy quickly and optimize your ad spend for maximum impact. Instead of just hoping your message resonates, QR Codes help you understand and improve your ROI with measurable, actionable data.
Encourage app downloads
QR Codes make it easier than ever to drive app downloads directly from your TV ads. Using QR Codes for app downloads allows viewers to scan a code with their phone and instantly access your app download landing page—no searching or navigating through the app store required. This easy process removes barriers and helps get your app into users’ hands faster.
Promote exclusive offers
You can also use QR Codes to deliver exclusive, limited-time offers that spark brand engagement. These offers create an immediate sense of urgency, motivating viewers to act quickly before the opportunity disappears.
Incorporating exclusivity into your CTV campaigns adds value. By giving customers access to special offers, content, or experiences they can’t find elsewhere, you build a stronger connection with your audience. QR Codes make it easy for viewers to unlock these perks instantly, creating a seamless bridge from your ad to meaningful engagement with your brand.
Collect valuable data
Beyond being a tool for fostering connection, QR Codes are a goldmine for collecting invaluable insights. For example, when you use Bitly for digital marketing, you also get access to Bitly Analytics.
This user-friendly dashboard shows you how often your QR Codes are scanned, where they’re being scanned, and when, giving you an immediate sense of how your ad is performing. To go deeper, you can integrate Bitly with platforms like Google Analytics to access even more granular data on user behavior, conversions, and traffic sources.
Strengthen brand trust
You can make your ads stand out on the screen and reinforce customer trust through branded QR Codes. Branded QR Codes incorporate features like your logo and brand colors to support a cohesive brand identity.
When customers see a branded QR Code, it signals that your brand has put thought and effort into your advertisement—it shows that you care about providing a fully connected brand experience. This attention to detail reassures viewers that they’re interacting with a professional, credible company that values their engagement, making them more likely to scan.
Support omnichannel campaigns
QR Codes are a fantastic mechanism to enhance your omnichannel strategy, connecting your CTV ads and other online marketing channels like social media and your website.
With QR Codes in your CTV ads, you can ensure that the viewer’s experience doesn’t end when the ad is over. Instead of relying on them to manually search for your social media profiles or website, a quick scan directs them straight to where you want them to go.
Boost website traffic
If driving website traffic is a key goal, QR Codes are a highly effective way to achieve it. Instead of hoping that viewers will remember your website’s URL or take the time to search for your brand online, QR Codes make it easy for them to engage with your content. All they have to do is scan the code, and they’ll be taken to the URL of your choosing.
Increase engagement with interactive content
QR Codes might help drive immediate sales, but they’re also a strategic tool for building long-term brand loyalty. Each QR Code can link to engaging, valuable content like videos, quizzes, or even augmented reality (AR) experiences. While these interactive QR Codes might not always result in an immediate purchase, they create a deeper, more memorable connection with your brand.
Challenges of using QR Codes on CTV ads
While QR Codes can transform TV ads, there are a few pitfalls to be aware of. Here are things to keep in mind to maximize their effectiveness.
Ensuring QR Codes are large enough to scan
If your QR Code is too small or not on screen long enough, your audience won’t get a chance to scan it. That’s why it’s crucial to consider:
- Placement: Position your QR Code in the corner of the screen, ensuring it’s visible but doesn’t compete with your main message.
- Size: Make sure your QR Code is large enough to scan from a distance. As a general rule, for every 10 cm of distance between the viewer and the screen, the QR Code should increase in size by 1 cm. Aim for a size between 7-10 cm for TV ads to guarantee easy scanning.
- Consistency: Keep the QR Code in the same spot throughout the ad. Consistent placement reduces confusion and makes it easier for viewers to find and scan.
- Duration: Make sure the QR Code stays visible long enough for viewers to notice and scan. A minimum display time of 10 seconds should give viewers enough time to process the code, understand its purpose, and take action without feeling rushed.
Educating viewers about QR Codes
While most people are familiar with QR Codes, simply placing them on the screen isn’t enough to compel action. You need to make it easy for viewers to understand why they should scan and what they’ll gain from it.
Include clear, direct calls-to-action (CTAs) like “Scan to learn more” or “Scan for an exclusive offer.” To further drive engagement, consider adding a voiceover or having an actor prompt users to scan the code, guiding them on what to do next.
Balancing design with functionality
Adverts are a great place to unleash creativity, and while you may want to incorporate your QR Code in a totally novel way, it’s important to balance design with functionality. The QR Code should remain easy to spot and scan, no matter how creatively you position or style it.
Keep the code visible and contrast it well with the background— a white QR Code on a dark background or vice versa is your best option. Also, be sure to leave enough white space around the code. This buffer zone prevents surrounding images or text from interfering with the code, ensuring it’s clean, recognizable, and scannable every time.
How to create effective QR Codes for your CTV ads
Now that we’ve covered the common pitfalls, here are some essential tips to elevate your QR Codes in CTV ads.
Use clear, actionable CTAs
Compelling QR Code CTAs drive engagement. Instead of simply displaying a code, encourage viewers to act by using concise, action-oriented phrases like:
- “Scan to save!”
- “Scan for exclusive details”
- “Scan to shop now”
- “Scan for a limited-time offer”
These clear CTAs make it obvious to viewers why they should scan and what benefit they’ll gain. The more specific and urgent you make the message, the more likely users will take immediate action. Keep it simple, and always make the next step clear.
Optimize for mobile-first experiences
Nearly all viewers will scan your QR Code using a smartphone or tablet, so it’s crucial to provide a clean, mobile-friendly experience with:
- Fast-loading pages: Ensure your landing page loads quickly to prevent user frustration and high bounce rates.
- Intuitive navigation: Make it easy for users to navigate your site on smaller screens by using clear, simple menus and buttons.
- Adaptable design: Use a template or design that automatically adapts to different screen sizes to ensure a universally enjoyable experience.
- Quick access to important content: Users should be able to access discounts, product details, or videos with minimal effort and clicks.
- Minimal clutter: Avoid complex forms or unnecessary elements that can slow down load times or distract from key messaging.
Use Dynamic QR Codes
Dynamic QR Codes offer a key advantage for TV ads: flexibility. Unlike Static QR Codes, which are fixed to a specific URL, Dynamic QR Codes allow you to change the destination link at any time without altering the actual code. This means you can easily update the link even after your ad goes live, ensuring your content stays timely and relevant.
For example, if you’re running a limited-time promotion, you can update the QR Code link to reflect new information without having to regenerate or re-record any part of your ad, saving both time and money.
Test QR Codes on multiple devices
Before launching your CTV campaign, it’s essential to test your QR Codes across a variety of devices and screen sizes. Different televisions, streaming devices, and mobile phones may display your code differently, potentially affecting scannability.
Make sure to test both the QR Code’s visibility on TV screens and its functionality on mobile devices. Ensure the code is easily scannable from a distance and that your landing page works seamlessly on different mobile devices.
Bridge the gap between TV and digital experiences with Bitly Codes
Integrating QR Code campaigns into your CTV ads unlocks a powerful, interactive link between your content and audience, fostering deeper, more meaningful engagement. It turns traditional TV advertising into a dynamic experience that enhances the customer journey and drives action.
With Bitly’s powerful QR Code generator, creating attention-grabbing, branded QR Codes is simple. Customize your codes to align with your brand’s identity and track detailed analytics to measure how your audience is interacting in real time.
From scan rates to location insights, Bitly gives you the tools you need to understand your audience’s behavior and refine your strategy, turning every CTV ad into an opportunity to boost engagement, conversions, and ROI.
Get started with Bitly today and turn your TV ads into engagement machines!
