QR Codes
QR codes (short for “quick-response”) is a type of barcode that holds machine-scannable data, making it easy to capture and transmit information. QR codes are a great way to drive users to a web page from ads that are not clickable such as TV spots and spots running on Connected TV platforms.
Guidelines
- Should include a prompt/pre-promote creative element with the QR code message to prepare viewers to scan
- Creative Services must review and approve the landing page QR Code is driving to
- QR codes must not send viewers away to a game, another network or similar as we want to keep viewers engaged with our content
- If a QR code is included in programming time (ie: an in-show TMS billboard), the visuals and script cannot include product attributes or reference the QR landing page as that is also considered a product attribute. The script cannot direct the viewer to sales events, discount info or product descriptions. Contests must direct users to the enter page only which also cannot include product attributes.
- Creative with QR codes cannot run in Kids Time. Hallmark has not been vetted at this time.
- Creative with QR codes can run in Co-View on YTV, Disney Channel and Cartoon Network. Family-friendly products only. QR codes on Disney Channel must meet Disney’s Marketing and Advertising guidelines. Please also reference Disney’s restricted product list and competitive networks/studios.
- Bumps with QR codes can run on Adult Swim
- QR codes included in creative that runs nationally, must not drive to a site that is geo-targeted
Insights
- QR codes should appear on screen for as long as possible for the user to register and have an opportunity to scan
- QR code campaigns should include a prompt / prepromote, CTA and strong viewer / user ‘hook’ to encourage scans.
- Recommend a QR code campaign strategy that takes into consideration client’s KPIs, duration, number of spots and what client’s end goal is
- QR Code campaign should include layered elements to ensure success. For example, a :30 spot + extended secondary element (content wrap or lower third)