There was a time—not long ago—when QR codes were a punchline. A clunky tech fad that marketers stuck on the corner of a poster or a brochure and forgot about. But COVID changed all that.
Now? QR codes are one of the most powerful tools in the performance marketer’s toolbox—especially in TV advertisingand direct mail.
And if you’re not using them, you’re leaving easy conversions on the table.
The COVID Catalyst
During the pandemic, QR codes went from quirky to crucial. Restaurants used them to serve menus, retailers replaced kiosks with scannable prompts, and suddenly, the average consumer got comfortable pointing their phone at a square box and expecting something to happen.
That shift created mass adoption across all demographics—a rare marketing unicorn.
In response, smart brands began asking: Why not bring that same immediacy to our TV ads and mailers?
QR Codes Meet TV: Turning Screens into Stores
Here’s the problem with traditional TV ads: they require memory and action. See the ad. Remember the URL. Maybe Google it later. Or maybe not.
With QR codes, the action becomes immediate.
Now you can embed a scannable code directly on-screen during a commercial break, giving viewers a frictionless path to purchase—while their interest is highest.
We’ve seen campaigns where QR codes in 30-second spots outperformed vanity URLs by over 4x in response rates. The scan bridges the gap between passive viewing and active engagement.
Platforms like iSpot.tv and TVSquared now track these scans in real time—giving marketers DRTV-style attribution on brand campaigns.
QR + Direct Mail: Breathing Digital Life into Print
Direct mail was never dead—it just needed better tracking. And that’s what QR codes bring to the table.
In today’s world, a well-designed postcard or catalog with a personalized QR code lets you:
- Track scans down to the household
- Trigger unique landing pages or offers
- Layer retargeting based on engagement
- Measure ROI like a digital ad
Combined with variable printing and segmentation, QR codes make mail measurable, interactive, and immediate.
Why QR Codes Matter in Performance Marketing
The real power of QR codes is this: they collapse the gap between impression and action.
In DRTV, we’ve always focused on getting a response—whether it’s a phone call, a visit, or a sale. QR codes give us another response path, one that feels natural to the user and gives marketers real-time data.
Whether you’re selling fitness equipment, launching a nutraceutical, or driving a service offer, QR codes let your audience say “yes” without delay.
Best Practices (If You Want It to Work)
- Make it big and bold. Don’t shrink your QR code in the corner. Make it part of the call to action.
- Give them a reason. “Scan to get 20% off” works. “Scan to learn more” doesn’t.
- Track and test. Use unique codes by creative or audience segment so you can see what’s driving results.
- Optimize the landing page. Make sure the page you’re sending them to is mobile-first and conversion-ready.
Final Word
QR codes aren’t magic—but they are effective. In a post-COVID world, consumers are trained to scan. As performance marketers, we’d be foolish not to capitalize on that behavior.
Whether you’re running a national TV campaign or a direct mail blitz, the scan is the new click.
And if you’re serious about results? It’s time to start measuring those scans like you measure every other channel.
Let your media work smarter. Let your audience respond faster.
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