May 15th, 2023 | by PATTISON Outdoor Marketing
An exciting and growing trend with Out-of-Home advertisements has been the inclusion of Quick Response, or QR Codes. These 2D barcodes are a fantastic and easy way to expand on your ad and bring greater value to your audience and drive consumer action.
QR Codes have a near endless amount of uses, but in short, they are scannable codes anyone with a smartphone camera and an internet connection can use. By opening your camera and focusing on the code, your phone will be able to read it and direct you to a predetermined webpage or online resource. You might have used one at a restaurant to read the menu or better yet, on an OOH poster to learn more about an advertised product or service.
It’s important to know that there are two types of QR Codes, Static and Dynamic. There are some pros and cons for both, so it is crucial to know which kind of code you want to use when employing a QR Code in your advertisement.
Static vs Dynamic
First and foremost, Static QR Codes are free to use but they’re only a one-time purpose code, meaning that once generated, you cannot change the URL or destination the code links users to. Also, data from this version cannot be tracked. These are good for linking to more permanent content, like an email address or social media sites.
For a cost, Dynamic QR Codes have quite a few more advantages, like the ability to change the destination of the code and tracking the metrics of those using the code. They even have Google Analytics integration among many other applications and uses.
A few unique ways to integrate these into your OOH campaigns includes sending a user to the Google Play Store or App Store to download a specific app. You could add a feature that reads the default langue of the user’s phone to direct them to a webpage localized in their first language to make communication easier. Or even make it time sensitive, like showing the lunch menu of a restaurant if it’s scanned between certain hours.
Wield QR Codes like a pro
QR codes are being integrated into more and more campaigns with products that allow audiences a chance to snap a photo or open their camera. From Starbucks to Skip the Dishes, advertisers are unlocking the power of QR codes. You’ll need the right products for the job though, Horizontal Posters are often too high up and far off in the distance to properly use a QR code. Transit advertising is often moving too fast for audiences to get their phone camera out. But products like Transit Station Posters, Interior Transit cards, Transit Shelter Ads, Bus Benches and more are all a perfect match for QR codes. Anything standing still at eye level that people can get close enough too is an ideal choice.
When designing QR Codes in Out-of-Home advertising, make sure that you leave enough space for it, you’ll want it to be big enough for people to notice it and focus in on it with their phone. While QR codes do not specifically need to be in black and white to work, make sure there is enough contrast between colours so that the camera picks up on it and most importantly, do not invert the colours. Try making sure it works before going to print your final posters off. Keep the code visible, if you’ve generated a static QR code, make sure the image is at a high enough resolution to avoid pixilation, otherwise people may not be able to scan it. Finally, make sure to include a call-to-action and give your audience a brief understanding of what they’re about to scan.
It’s also important to understand that audiences might not have the time or means to access your QR code, so make sure that your ad is more than just a vehicle for the code. Consider that people might be apprehensive to follow any old link on their phone, or might not have ability to stop and scan the code in the moment.
For any extra assistance with designing creative to include QR Codes, you can consult with PATTISON’s award-winning design team for help.
When exploring your next OOH campaign, consider your options to include a QR code. Reach out today and speak with a PATTISON Account Executive to see how you can reach more Canadians for less. Our dedicated team of specialists across the nation will help you design and detail everything, from the biggest brands to local shops, PATTISON Outdoor is here for you!