QR codes add more miles to static OOH

In a report entitled ‘Q&A’ recently released by the Canadian Out of Home Marketing and Measurement Bureau (COMMB), Francois Deschenaux, VP, Pricing & Operations of Astral (a part of the conglomerate Bell Media) is quoted stating that the use of QR codes in OOH is becoming more prevalent. “In fact, based on several studies, more than 30% of adults are using QR codes weekly, and this trend is growing. Adding this component to static inventory can boost the chance of success for advertisers, especially now, with the requirement for touch-free transactions mixed with the deployment of the 5G network,” he states.

The report cited the different ways of using QR codes for OOH advertising:

• Pushing access to the client’s website with an exclusive discount or new products: thereby creating traffic to the advertiser’s website
• Access to exclusive content (i.e., music/services): particularly efficient in ecosystems where people are waiting for extended periods, such as airports and transit
• Providing access to a map of the closest store or even a virtual reality visit of the advertiser’s stores.

Francois points out that successful OOH campaigns usually have a few things in common: “they are punchy, prompt consumer engagement and curiosity, experiential and are strategically located. QR codes or any engagement triggers on an ad are additional tools to achieve that.”