QR Codes: The Remedy for Real-Time TV Advertiser Engagement, Attribution and Instant TV Data

Ever since smart phone manufacturers added QR code scanning capabilities to their cameras a few years ago the use of QR codes for marketing and advertising noticeably increasedStill today QR codes are a nascent marketing tool However for TV advertisers itamp8217s exactly what the doctor ordered and can solve the proverbial amp8220holy grailamp8221 a realtime television engagement and attribution solutionWhy are QR codes beneficial for advertisers in generalA user can easily scan a QR code with their smartphone device without the need for opening 3rd party apps typing phone numbers or typing URLamp8217sQR codes direct users to specific actions eliminating excess layers of responseQR codes are unique and each can be placed on individual media properties to know where an engagement originated fromQR codes can allow scale and can be used on nationally basis or simply used on a hyperlocal basisThere is no need for complicated integrations or setup with QR codesCan linear TV and connected TV advertisers benefit from QR codesAbsolutelySince Web 10 in 1995 TV advertisers have yearned for the same trackable metrics as webbased digital media platformsPreviously the print industry radio industry and OHH industry have all grudgingly adjusted to the digital era Only recently have weamp8217ve seen the emergence of streaming and connected TV platforms which are now grinding away at linear TV viewership and its ad dollarsHowever linear TV continues to encompass a large portion of TV ad budgets But unlike traditional digital media linear TV still needs a scalable solution for realtime engagement and attribution amp160And although connected TV and streaming platforms allow TV advertisers to efficiently improve targeting it too lacks a scalable engagement and attribution solutionFortunately for TV advertisers the use of QR codes does not depend on complex linear TV and connected TV infrastructures such as separate cable or OTT boxes separate TV remotes multiple backend systems and server technologies and complicated integrations and creative executionsThe simplicity behind QR code technology solves the linear TV and connected TV engagement and attribution conundrum Itamp8217s technology that can vastly improve realtime viewer engagement and allow realtime optimization of TV campaign performanceCan QR codes improve TV response and optimize TV campaignsYesTV advertisers currently use several traditional practices to engage audiences which include toll free numbers URLamp8217s and or text messaging These tactics require the viewer to remember and manually dial phone numbers type URLamp8217s and text messages These approaches provide multiple steps resulting in higher bailout and low response rates And in terms of reporting TV advertisers often wait weeks or months to receive data to analyze their media buyWith QR codes placed on a TV commercial the viewer effortlessly uses their phoneamp8217s camera to scan to engage Once scanned the viewer is immediately directed to any number of selected marketer actions including specific web pages purchase pages clicktocall or even download product information all without typing or dialing The entire process reduces bailout and improves response rates Further unlike traditional reporting TV advertisers using QR codes can get immediate TV response data which can be quickly utilized to further optimize campaigns without waiting weeks or months for reporting dataWhat should a QR code TV campaign solution includeCurrent QR code resources offer many advantages for television advertisers but are limited Consequently emerging QR code TV advertisers may be missing out on additional data to help optimize their TV campaignsMost QR code solutions are supplied by SaaS Software as a Service providers These providers offer basic services such as single marketer actions with minimal engagement reporting data SaaS providers may also throttle the number of scans preventing scalable usage Further many providers redirect links through their own servers and may not be GDPR and TCPA compliant when it comes to certain dataImplementing a successful QR code TV campaign requires more than a basic solution Deploying a QR code TV ad campaign in realtime needs an efficient process with the ability to provide data beyond basic scan dataAn ideal QR code TV solution should provide a streamlined platform that includes a quick turnaround for TV creative production product offer and action setup dynamic QR code execution and realtime reporting with instant data Also a solution should not limit scan capacity while at the same time be able to decipher engagement duplication and fraud Additionally the process should operate under strict GDPR and TCPA privacy guidelinesBelow is a glimpse of the tools and solutions TV advertisers should consider when deploying a realtime QR code TV advertising campaign with instant dataTV Creative Overlay Execution A streamlined QR code process should include TV overlay creative with fast turnaround to eliminate an extra agency step for TV advertisers TV creative capabilities should include JShape lower thirds and bugs and the ability to modify QR code designs themselves for greater impact Additionally the creative process should have a TV commercial duplication capability to quickly merge unique QR codes for multiple media placements Itamp8217s also important design around the creative constraints of the original TV commercialCall to Action If you are going to use QR codes you need a call to action either graphically or verbally For example amp8220Scan Nowamp8221 amp8220Scan for More Infoamp8221 amp8220Scan to Textamp8221 Since QR codes are new for TV viewers may need direction on how to use them plus adding CTAamp8217s can further increase response ratesDynamic QR codes If you are executing a QR code TV campaign for multiple media properties itamp8217s important your solution dynamically creates QR codes in bulk with unique identification for each QR code This way each commercial can be uniquely identifiedModifiable Product and Offer Information with Action Flexibility amp8211 In addition to dynamic QR code creation the solution should have an ability to dynamically connect products offers and actions to specific QR codes and commercials Further the solution should have the ability to modify a product offer or an action on the backend without the need to a replace the TV Commercial thatamp8217s been airedMultiple Attributable Actions Most QR code service providers offer one QR code for each action An optimal solution would allow one QR code for multiple actions The system should also be able provide inputs for unique links unique phone numbers and other unique action related requirements and should be able to accommodate a 1x1 pixel tag for each attributable action to close the consumer amp8220loopamp8221Date Timestamping ampamp Time Zone Every engagement and action should record the date timestamp down to the seconds with the time zone This will allow TV advertisers to optimize their engagement and attribution campaign based on dayparts including days and hoursAudience Impression Data A robust solution should include audience impression data by media property spot date and time code Spot information combined with engagement data provides immediate response rates during the timeperiod the TV commercials ranInstant Data Reporting To fully optimize the QR code TV campaign the solution should instantly report the entire customer funnel from the TV spot through to initial engagement scan and then through to attribution Having instant TV data is key to optimizing TV campaignsGDPR ampamp TCPA Compliancy Stringent GDPR and TCPA privacy compliancy must be provided to include a viewer optin for use of GEO information including Longitude and Latitude IP addresses and timezone informationConclusionTV advertisers never had a realtime TV engagement and attribution solution in place With the use of QR codes and the right solution Linear TV and Connected TV advertisers can now implement realtime engagement and attribution campaigns TV advertisers can quickly execute campaigns on a mass scale without the hassle of legacy technology and costly setup and achieve greater ROI by optimizing TV campaigns in realtime And finally TV advertisers realize amazing benefits for their use including increasing response rates and customer acquisitionClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

QR Codes: The Remedy for Real-Time TV Advertiser Engagement, Attribution and Instant TV Data

Author

Publish date

Channel

Andrew Pakula

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

QR Codes: The Remedy for Real-Time TV Advertiser Engagement, Attribution and Instant TV Data

Enjoying This Commentary? There's More to Love

Andrew Pakula

Stay in the know with more from MediaVillage

TAGS:

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies