QR codes have revolutionized how viewers interact with television advertising. They create seamless bridges between passive viewing and active engagement when implemented correctly. Here are the top 10 facts and best practices for using QR codes effectively in TV commercials:
1. Size Matters – Go Big
QR codes on television need to be significantly larger than those in print media. Viewers may be scanning from 5-15 feet away, possibly while in motion (like on a treadmill at the gym). Don’t relegate your QR code to a tiny corner—make it a prominent visual element. The sports industry gets this wrong all the time, as they try to cram a QRCode into a lower third banner. The QR Code is there, but it’s almost impossible to scan.
2. Extended Screen Time is Critical
One common mistake is flashing the QR code briefly at the end of a commercial. This does not allow viewers enough time to notice it, grab their phone, open their camera app, and scan. Consider displaying the code throughout the entire commercial. Then, towards the end of the commercial, when the user is trying to scan the code, zoom in to double the QR Code size and prominently feature it for several seconds at the conclusion.
3. Maximize Contrast for Scanning Success
Black on white or white on black provides optimal scanning conditions. If using branded colors, ensure at least 40% contrast between foreground and background elements. Poor contrast significantly reduces fast scan success rates. Remember, you are dealing with seconds – there is not much time, so the best possible scan rates are in your best interest.
4. Keep the QR Code Data Minimal
Television QR codes should contain minimal data. A lengthy URL creates a more dense, complex code that’s difficult to scan quickly, and will require more screen space. Shortened URLs will create more spacious and easier to scan QR Codes quickly. In this header photo, there are two QR Codes. One is a short link that redirects, and the other is the hardcoded long link. Scanning both codes will direct you to this blog post [ hey – open this on your phone for sharing 🙂 ].
But look at the DENSITY of the long link. A more wide open + spacious QR Code will result in higher scan quantities for television commercials, where you will not always have considerable real estate to show a larger QR Code. Most of the time, this QR Code is your commercial’s primary call to action. Think about your entire television budget, from production to slotting fees, which all hang on the scalability of this QR Code.
5. Include a “Quiet Zone” Border
Always maintain a white (or matching background color, white in our example above) border around your QR code. This is known as the “Quiet Zone”. This quiet zone should be approximately the same width as one of the three large positioning squares in the corners. This quiet zone will increase scanning from mobile phones, distinguishing the QR code from surrounding content.
6. Position Strategically on Screen
Avoid placing QR codes at the screen edges where they might be cut off by different TV displays or broadcasting formats. The optimal placement is mid-screen (top to bottom) with a large padding to the edge of the screen.
7. Avoid Custom Center Logos
While custom logos in QR codes look creative, they reduce scanning reliability by using up precious error correction capacity. For television commercials, where scanning conditions are challenging, keep your QR code clean, standard, basic, and boring. You have the entire screen for branding and messaging, there is no need to clutter your QR Code.
8. Use Redirectable Short Links
Never, Never, Never hardcode your final destination URL directly into a QR code. Once a QR code is “burned” into broadcast media, it cannot be changed. Instead, use a short tracking link that can be redirected to different destinations later. This has enormous benefits beyond simply changing a destination later. A good link shortener will have routing capabilities. Device Detection, for example, will let you have one QR Code that routes iPhone users to the Apple App Store, and Android users to the Google Play Store.
9. Leverage Analytics Capabilities
Users will scan your QR Code, and if you direct them to a 3rd party (like an app store for downloading your app), how will you collect analytics? Your QR Code should collect valuable data:
Where are users scanning your QR Code (which country, state/region, city)?
What time of day is it?
What is the day of week?
From what device types?
This information helps optimize your campaigns and measure ROI from TV advertisements.
10. Future-Proof Your Campaigns
The beauty of using redirectable links in your QR codes is flexibility. You can update destinations for device-specific experiences (like sending iOS users to the App Store and Android users to Google Play), conduct A/B testing, or completely change the landing page for seasonal promotions—all without modifying the original QR code.
By following these guidelines, marketers can create an excellent television QR Code experience that viewers can easily and quickly scan. This provides a valuable bridge between traditional broadcast advertising and digital engagement.
