QR Codes and Outdoor Advertising - Is it a Good Idea?



QR Code

 QR codes have become quite popular lately in all types of advertising. Magazines and newspaper advertisers are incorporating QR codes into their ads. But should outdoor advertisers do the same?

A primer on QR codes: Similar to bar codes, QR codes are small graphics that, when photographed using an app on a smart phone, take the user to a specific web page. Advertisers have begun to incorporate them into ads so that users can learn more about a product or service by visiting its corresponding web page.

Although fine for magazines, newspapers and similar formats, the use of QR codes may not work for all outdoor media.

QR codes on billboard ads are generally not effective because the QR code is too far from a typical user to be effective. And QR codes on bus exteriors are just plain unsafe, because it may encourage drivers to snap a photo of a passing bus which can be distracting and therefore unsafe.

Nevertheless, many other outdoor ad formats may benefit from QR codes. One example that comes to mind is the interior bus, train or subway ad. In a captive setting such as a bus, a bus rider may in fact activate the QR code with his or her phone. A train or subway rider may do the same. Such riders may also activate QR codes in ads on 2 sheets and dioramas inside train and subway stations.

Pedestrians could also activate QR codes on bus shelter and bench ads. Not to mention all the other ways that QR codes can be activated through outdoor ads - such as indoor gym ads and other place-based ads.

To recap, QR codes may be effective in some outdoor ad formats but not in others.