Should We Use QR Codes on Billboards?
Believe it or not, QR codes have existed since the mid-1990s. It wasn’t until the rise of smartphones that they gained popularity in the 2000s. From 2010-2020 there was a rise and fall in their usage, but they have not gone away by any means. In fact, their popularity has been increasing in recent years. According to Statista, the number of smartphone users in the United States who scanned a QR code in 2022 was 89 million, up 26% from 2020. They are still highly relevant in 2024, with a growth rate of 43.20% from 2022, according to Uniquode. They are becoming even more popular, with their applications expanding across various industries.
QR codes on billboards have been used for a variety of purposes, such as:
- Promoting a website or app. This is a common use for QR codes on billboards. When someone scans the code, they are taken to the website or app, where they can learn more about the product or service being advertised.
- Generating leads. QR codes can also be used to generate leads. When someone scans the code, they are given the opportunity to enter their contact information. This information can then be used to follow up with the lead and convert them into a customer.
- Tracking marketing campaigns. QR codes can also be used to track marketing campaigns. When someone scans the code, their unique identifier is recorded. This information can then be used to track how many people have scanned the code and what they did after they scanned it.
In general, we do not recommend using QR Codes on billboards
Why? Because they could be seen as a distraction to the driver if they decide to use their phone to scan it, and in doing so, cause an accident. A passenger can capture the QR code no problem; however, billboard ads do not give notice to drivers not to do so. Thus, possibly making you liable if an accident happens. Not to mention states that have “Hands-Free” laws.
Secondly, most ads do not have the QR code large enough to scan, which makes them useless.
If your advertiser demands the use of a QR code
Make sure they are aware of the repercussions mentioned above.
The number one issue with QR codes on billboards is that they are sometimes accompanied by too many additional words. If your advertiser wants to use a QR code on their billboard ad, they should understand that their ad must be as minimal as possible. No additional call to action is needed (don’t display websites, phone numbers, addresses, etc.).
The second biggest issue is the readability of the billboard. QR codes should not be used on interstate billboards, where they are too far away to be captured. The ideal billboard for a QR code advertisement is at an intersection/stoplight. The billboard would ideally have a short read and be lower to the ground, giving the viewer optimal time to scan the code.
Some additional billboard QR code tips:
- It’s best to talk your advertiser out of using QR codes on their billboard.
- Make sure the QR code is large enough to be scanned easily.
- Use a clear and concise message on the billboard that tells people what they will get when they scan the code.
- Link the QR code to relevant content.
- Track the results of your QR code campaign to see how effective it is.
