Should All CTV Ads Have QR Codes After Seeing Coinbase’s Super Bowl QR Code Success?

4
at
4
minutes
Technical Level
March 3, 2022
4
minutes
Technical Level
March 3, 2022
Ari Belliu
Marketing Communications Specialist
When Coinbase debuted with a 60-second ad for a colorful QR Code bouncing around they never expected it to deliver so much traffic that it crashed their app. Which begs the question, why not include a QR code on every CTV ad? 

Now, advertisers can do exactly that with CTV Dynamic QR Codes, our newest enhancement. In this post, we’ll go over what makes the Coinbase ad so iconic, the benefits of QR codes in CTV ads, and some of the features included in our first-of-its-kind CTV Dynamic QR Codes enhancement.

Coinbase’s QR Code Ad

A colorful QR code, reminiscent of the DVD logo, bounced around people’s TVs and screens during Super Bowl 52. That was it. However, when the QR code was scanned, it brought viewers to Coinbase’s landing page offering bitcoin giveaways.

The Coinbase team coming up with the QR code ad.

And with that, Coinbase, a cryptocurrency portfolio app, made its debut with an ad so successful it crashed its app. Not only did it catch everyone’s attention but according to a company blog post, it delivered 20+ million landing page hits in a minute, which sent it from the 186th spot in the app store to number 2 and was among the five most-discussed brands on Twitter Sunday night. And like the time Oreo won the Super Bowl, plenty of brands immediately responded with their own QR codes like Meta’s QR code that directed scanners to a VR afterparty hosted by the Foo Fighters. 

The one simple addition grabbed the attention of viewers more than any other ad and garnered more awareness for Coinbase, which had relatively low awareness before the QR code ad. Which raises an interesting question, why not add a QR code to all CTV ads? 

The Benefits of QR Codes

Coinbase’s one Super Bowl ad proved what took us months of research and testing to learn: QR codes on TV ads help increase attention and provide directional engagement reporting that you can’t otherwise get from TV ads.

Increasing Attention

According to our research, 76% of people ignore TV ads, and a further 79% have their phones or another device in hand when the TV commercials start, which is alarming. How do we grab viewers’ attention and turn it back into the TV? Our hypothesis was that the resurgence of QR codes could fit with viewers’ behaviors and improve their attention. 

So we tested it on real humans by displaying ads with and without QR codes to 1,000 viewers over the age of 16. We found that adding QR codes to TV ads caused a 12% lift in viewers’ attention! The increased attention alone is reason enough to add a QR code to all TV ads. 

And scanning the QR code helps reinforce viewers' recall of your brand and ad. Which is an extra benefit to having viewers interacting with your ads. 

QR codes increased attention to CTV ads by 12% compared to ads without a QR code.

Expanded Reporting

If you’re concerned about measuring performance, QR codes provide a layer of performance reporting that’s unavailable from most connected TV ads. Using standard click trackers, tracking QR codes can provide you with directional indications of viewers' engagement and levels of attention to your brand's ads. Like how CTR provides directional reporting for digital ads on mobile or desktop. 

With Scan Rate reporting, you can gain a holistic understanding of a viewer’s journey. Enabling you to compare the performance of different creatives and optimize your campaigns thanks to improved insights for viewers' attribution signals, like purchases, sign-ups, and page views.

It's clear that embedding QR codes can help TV advertisements prosper.

And the Coinbase QR code ad proved, when done well, these types of enhancements to ads drive tangible improvements to advertisers’ KPIs, like increasing app downloads or sign-ups and improving brand awareness. Just make sure your site can handle the influx of traffic!

CTV Dynamic QR Codes

Like Coinbase, if you want to grab people’s attention with your ads, you can use our new CTV Dynamic QR Codes enhancement, a first-of-its-kind tool that adds a QR code to any connected TV ads that target the Sharethrough Exchange. 

Automatic Setup

You can do it without any effort on your end too, our new technology pulls the clickout URL from advertisers’ VAST tags, and automatically adds a QR code to any CTV ad. Setting up is as easy as buying any other CTV ad on your DSP, which means no changes to your current workflow. 

Advertisers can optionally customize the QR codes, like the background color, including a logo in the QR code, and the Call-to-Action. 

Advertisers can further customize different dynamic aspects of the QR Codes for their connected TV ads.

No Extra Costs

One of the best parts about CTV Dynamic QR COdes is there are no added fees to your CPMs, and no extra costs to activating. Enhancements like this mutually benefit the advertisers, consumers, and industry as a whole, so we include them as a standard in our offerings.

How To Get Started

You can easily get started using QR codes in your connected TV ads, simply contact a Sharethrough rep or fill out this form.

When Coinbase debuted with a 60-second ad for a colorful QR Code bouncing around they never expected it to deliver so much traffic that it crashed their app. Which begs the question, why not include a QR code on every CTV ad? 

Now, advertisers can do exactly that with CTV Dynamic QR Codes, our newest enhancement. In this post, we’ll go over what makes the Coinbase ad so iconic, the benefits of QR codes in CTV ads, and some of the features included in our first-of-its-kind CTV Dynamic QR Codes enhancement.

Coinbase’s QR Code Ad

A colorful QR code, reminiscent of the DVD logo, bounced around people’s TVs and screens during Super Bowl 52. That was it. However, when the QR code was scanned, it brought viewers to Coinbase’s landing page offering bitcoin giveaways.

The Coinbase team coming up with the QR code ad.

And with that, Coinbase, a cryptocurrency portfolio app, made its debut with an ad so successful it crashed its app. Not only did it catch everyone’s attention but according to a company blog post, it delivered 20+ million landing page hits in a minute, which sent it from the 186th spot in the app store to number 2 and was among the five most-discussed brands on Twitter Sunday night. And like the time Oreo won the Super Bowl, plenty of brands immediately responded with their own QR codes like Meta’s QR code that directed scanners to a VR afterparty hosted by the Foo Fighters. 

The one simple addition grabbed the attention of viewers more than any other ad and garnered more awareness for Coinbase, which had relatively low awareness before the QR code ad. Which raises an interesting question, why not add a QR code to all CTV ads? 

The Benefits of QR Codes

Coinbase’s one Super Bowl ad proved what took us months of research and testing to learn: QR codes on TV ads help increase attention and provide directional engagement reporting that you can’t otherwise get from TV ads.

Increasing Attention

According to our research, 76% of people ignore TV ads, and a further 79% have their phones or another device in hand when the TV commercials start, which is alarming. How do we grab viewers’ attention and turn it back into the TV? Our hypothesis was that the resurgence of QR codes could fit with viewers’ behaviors and improve their attention. 

So we tested it on real humans by displaying ads with and without QR codes to 1,000 viewers over the age of 16. We found that adding QR codes to TV ads caused a 12% lift in viewers’ attention! The increased attention alone is reason enough to add a QR code to all TV ads. 

And scanning the QR code helps reinforce viewers' recall of your brand and ad. Which is an extra benefit to having viewers interacting with your ads. 

QR codes increased attention to CTV ads by 12% compared to ads without a QR code.

Expanded Reporting

If you’re concerned about measuring performance, QR codes provide a layer of performance reporting that’s unavailable from most connected TV ads. Using standard click trackers, tracking QR codes can provide you with directional indications of viewers' engagement and levels of attention to your brand's ads. Like how CTR provides directional reporting for digital ads on mobile or desktop. 

With Scan Rate reporting, you can gain a holistic understanding of a viewer’s journey. Enabling you to compare the performance of different creatives and optimize your campaigns thanks to improved insights for viewers' attribution signals, like purchases, sign-ups, and page views.

It's clear that embedding QR codes can help TV advertisements prosper.

And the Coinbase QR code ad proved, when done well, these types of enhancements to ads drive tangible improvements to advertisers’ KPIs, like increasing app downloads or sign-ups and improving brand awareness. Just make sure your site can handle the influx of traffic!

CTV Dynamic QR Codes

Like Coinbase, if you want to grab people’s attention with your ads, you can use our new CTV Dynamic QR Codes enhancement, a first-of-its-kind tool that adds a QR code to any connected TV ads that target the Sharethrough Exchange. 

Automatic Setup

You can do it without any effort on your end too, our new technology pulls the clickout URL from advertisers’ VAST tags, and automatically adds a QR code to any CTV ad. Setting up is as easy as buying any other CTV ad on your DSP, which means no changes to your current workflow. 

Advertisers can optionally customize the QR codes, like the background color, including a logo in the QR code, and the Call-to-Action. 

Advertisers can further customize different dynamic aspects of the QR Codes for their connected TV ads.

No Extra Costs

One of the best parts about CTV Dynamic QR COdes is there are no added fees to your CPMs, and no extra costs to activating. Enhancements like this mutually benefit the advertisers, consumers, and industry as a whole, so we include them as a standard in our offerings.

How To Get Started

You can easily get started using QR codes in your connected TV ads, simply contact a Sharethrough rep or fill out this form.

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About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

When Coinbase debuted with a 60-second ad for a colorful QR Code bouncing around they never expected it to deliver so much traffic that it crashed their app. Which begs the question, why not include a QR code on every CTV ad? 

Now, advertisers can do exactly that with CTV Dynamic QR Codes, our newest enhancement. In this post, we’ll go over what makes the Coinbase ad so iconic, the benefits of QR codes in CTV ads, and some of the features included in our first-of-its-kind CTV Dynamic QR Codes enhancement.

Coinbase’s QR Code Ad

A colorful QR code, reminiscent of the DVD logo, bounced around people’s TVs and screens during Super Bowl 52. That was it. However, when the QR code was scanned, it brought viewers to Coinbase’s landing page offering bitcoin giveaways.

The Coinbase team coming up with the QR code ad.

And with that, Coinbase, a cryptocurrency portfolio app, made its debut with an ad so successful it crashed its app. Not only did it catch everyone’s attention but according to a company blog post, it delivered 20+ million landing page hits in a minute, which sent it from the 186th spot in the app store to number 2 and was among the five most-discussed brands on Twitter Sunday night. And like the time Oreo won the Super Bowl, plenty of brands immediately responded with their own QR codes like Meta’s QR code that directed scanners to a VR afterparty hosted by the Foo Fighters. 

The one simple addition grabbed the attention of viewers more than any other ad and garnered more awareness for Coinbase, which had relatively low awareness before the QR code ad. Which raises an interesting question, why not add a QR code to all CTV ads? 

The Benefits of QR Codes

Coinbase’s one Super Bowl ad proved what took us months of research and testing to learn: QR codes on TV ads help increase attention and provide directional engagement reporting that you can’t otherwise get from TV ads.

Increasing Attention

According to our research, 76% of people ignore TV ads, and a further 79% have their phones or another device in hand when the TV commercials start, which is alarming. How do we grab viewers’ attention and turn it back into the TV? Our hypothesis was that the resurgence of QR codes could fit with viewers’ behaviors and improve their attention. 

So we tested it on real humans by displaying ads with and without QR codes to 1,000 viewers over the age of 16. We found that adding QR codes to TV ads caused a 12% lift in viewers’ attention! The increased attention alone is reason enough to add a QR code to all TV ads. 

And scanning the QR code helps reinforce viewers' recall of your brand and ad. Which is an extra benefit to having viewers interacting with your ads. 

QR codes increased attention to CTV ads by 12% compared to ads without a QR code.

Expanded Reporting

If you’re concerned about measuring performance, QR codes provide a layer of performance reporting that’s unavailable from most connected TV ads. Using standard click trackers, tracking QR codes can provide you with directional indications of viewers' engagement and levels of attention to your brand's ads. Like how CTR provides directional reporting for digital ads on mobile or desktop. 

With Scan Rate reporting, you can gain a holistic understanding of a viewer’s journey. Enabling you to compare the performance of different creatives and optimize your campaigns thanks to improved insights for viewers' attribution signals, like purchases, sign-ups, and page views.

It's clear that embedding QR codes can help TV advertisements prosper.

And the Coinbase QR code ad proved, when done well, these types of enhancements to ads drive tangible improvements to advertisers’ KPIs, like increasing app downloads or sign-ups and improving brand awareness. Just make sure your site can handle the influx of traffic!

CTV Dynamic QR Codes

Like Coinbase, if you want to grab people’s attention with your ads, you can use our new CTV Dynamic QR Codes enhancement, a first-of-its-kind tool that adds a QR code to any connected TV ads that target the Sharethrough Exchange. 

Automatic Setup

You can do it without any effort on your end too, our new technology pulls the clickout URL from advertisers’ VAST tags, and automatically adds a QR code to any CTV ad. Setting up is as easy as buying any other CTV ad on your DSP, which means no changes to your current workflow. 

Advertisers can optionally customize the QR codes, like the background color, including a logo in the QR code, and the Call-to-Action. 

Advertisers can further customize different dynamic aspects of the QR Codes for their connected TV ads.

No Extra Costs

One of the best parts about CTV Dynamic QR COdes is there are no added fees to your CPMs, and no extra costs to activating. Enhancements like this mutually benefit the advertisers, consumers, and industry as a whole, so we include them as a standard in our offerings.

How To Get Started

You can easily get started using QR codes in your connected TV ads, simply contact a Sharethrough rep or fill out this form.

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Ari Belliu
Marketing Communications Specialist

About the Author

Ari is an experienced digital marketer with a demonstrated history of multi-tasking and working in health and tech on small teams. He's skilled in copywriting, community building, email and social media marketing, and building brand awareness.

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