QR, or Quick Response, codes have been described as quick ways to get “people from the physical to the virtual without having to type a really long URL.”

For example:

• A band put QR codes onto a T-shirt. People who scan the codes download an MP3 of one of the band’s songs.
• A library replaced some printed signs with QR codes that lead to digital maps of the book stacks.
• Which Wich sandwich shop increased cookie sales by including a QR code on their sandwich bags that delivers a free cookie coupon.

But QR codes can also be used effectively to extend digital ad campaigns from one platform to another. Read on to see a proof-of-concept example of a QR code incorporated into a VideoAd.

How QR codes work

Scan code for Mixpo office location

QR codes look like this. Smartphone users with a barcode scanning application (free apps are available for most smartphones) can scan the codes using their phones’ cameras to quickly access information, such as coupons, maps, files, videos, and more. (For a crash course on QR code tools, tactics, and best practices, see Top 14 Things Marketers Need to Know About QR Codes.)

QR codes are often black and white but, as this code shows, you can also customize them to reflect brand colors or a special promotion.

Try it Have a smartphone with a barcode scanning application? Scan this QR code for a map to the Mixpo offices.

Anyone can generate a QR code using one of several free applications online (we created this code using qrstuff.com). Advertisers can track how many scans QR codes receive, which types of devices scan them, and more.

Proof of concept

We added the QR code displayed above to the following VideoAd as an overlay. We set up the overlay to pause the video. This gives viewers a chance to scan the code or click continue.

In addition, we added a Print action to the QR code overlay. Viewers who prefer to scan a printed version of the code can easily print it out.

To see the QR code overlay in action, roll over the VideoAd to play it.

Our proof-of-concept example illustrates how QR codes can easily be included in VideoAds. It also hints at what makes QR codes truly effective.

Effective QR codes offer something of real value to people who scan them. And, just from a practical perspective, the reward must be optimized for display on a mobile phone.

Here are a few ideas, besides map locations, for how you might use QR codes in VideoAds:

• Offer a mobile-users-only coupon.
• Open a virtual business card.
• Provide detailed product specs.
• Purchase tickets.
• Provide a PayPal “Buy Now” link.

OK, so QR codes work in VideoAds. But, just because you can include them, is there any reason you should bother? A February survey revealed that 32 percent of smartphone uses have scanned a QR code. Of those, 72 percent said they were more likely to remember ads that include a code.

More information

QR code overlays are just one of many interactive and dynamic features you can include in online video advertising. For additional examples see:

• Features-in-action: Video Redirect
• Features-in-action: Social media integration
• Features-in-action: Flash widgets