Modern advertising doesn’t end at the edge of a screen or printed page. The most effective campaigns create quick, connected experiences, and QR Codes are one of the fastest-growing marketing tools making that possible.
From magazine spreads and direct mailers to QR Codes on TV commercials, brands are turning passive impressions into instant engagement.
They’re quick to set up, easy to update, and unlock valuable data you won’t get from a billboard or a 30-second spot alone. But they’re not without trade-offs. From placement challenges to accessibility concerns, there are a few limitations to weigh before rolling out your next campaign.
This article breaks down the pros and cons of QR Code advertising, with tips to help you get the most from your investment.
Note: The brands and examples discussed below were found during our online research for this article.
TL;DR summary
- Quick Response Codes connect ads in the physical world with digital destinations, giving people instant access to product details, promotions, or brand content.
- They’re cost-effective, easy to implement, and work across channels to support omnichannel engagement.
- You can track scan data to learn which channels perform best, which devices your audience uses, and where engagement is highest.
- QR Codes aren’t perfect. They rely on active user engagement, aren’t always accessible to all audiences, and can be tricky to use in fast-paced environments.
- To maximize QR Code engagement, pair each one with a clear call to action (CTA), link to a mobile-optimized landing page, and use real-time analytics to test and refine performance.
Why advertisers are using QR Codes in ads
Businesses often cut their marketing budgets at the first sign of trouble—and since 2022, overall budgets have been steadily declining. As a result, advertising teams are under pressure to do more with less. They need tools that are both affordable and deliver measurable return on investment (ROI).
That’s why advertisers use QR Codes in CTV ads, TV commercials, and print campaigns. These simple, scannable codes offer a low-cost way to connect viewers with digital content and track what’s working. You can:
- Streamline engagement: QR Codes give people instant, contactless access to your webpage, booking form, product video, WiFi login page, or social media profiles (via URL) with a single scan.
- Simplify tracking and analytics for ad performance: You can gather valuable campaign data to see which content performs best, what devices were used, and where engagement is strongest.
Pros of using QR Codes in advertising
Thinking about using QR Codes in your next ad campaign? Their versatility, wide range of use cases, and measurable performance make them a smart addition to almost any strategy.
Instant access to promotions and landing pages
QR Codes in print ads provide instant access to coupons, app downloads, product pages, or sign-up forms—streamlining the experience and reducing friction.
Example: A retail store includes a QR Code in its print ad that opens a limited-time flash sale, giving shoppers a faster path to checkout without searching the website.
Cost-effective and easy to implement
QR Codes are more affordable than other digital tools, like near-field communication (NFC) tags. They don’t require specialized hardware or training to create, and they reduce paper usage in print ads by linking to more detailed content online.
Example: A fashion brand includes a QR Code in a magazine ad that directs readers to its latest collection. By linking to a full lookbook online, the brand uses a half-page ad instead of a full page, lowering its print spend.
Works across multiple ad formats
QR Codes work well across various media, including printed materials, digital, TV spots, and outdoor advertising, allowing you to reach multiple audiences simultaneously.
Thanks to their trackability, you can compare scan metrics across channels to see where most of your customers are engaging.
Example: A CPG brand runs a TV commercial, a PPC ad, and an email marketing campaign, each featuring a unique QR Code that directs audiences to its website for seamless online ordering.
Encourages omnichannel engagement
QR Codes help connect traditional and digital marketing, driving traffic from physical ads to online platforms. This smooth transition encourages immediate engagement and can boost conversions.
Example: A realtor includes QR Codes on billboards and for-sale signs that link directly to online booking pages, making it easy for potential buyers to schedule house viewings on the spot.
Cons of using QR Codes in advertising
As with any advertising tool, QR Codes have some limitations to consider before implementing them in your marketing strategy. Here are a few common challenges—and how to minimize their impact on your QR Code campaign.
Requires user action and intent
Unlike passive ads, like billboards or banner ads that simply deliver a message, QR Codes rely on active engagement. Viewers have to notice the code and decide it’s worth scanning. That’s a big ask in a distracted moment.
If you want people to scan, you need to make the value obvious. Use a clear, compelling CTA that tells them what they’ll get on the other side, like “Scan to unlock 20% off” or “Watch the full demo.”
Limited usability in fast-paced environments
QR Codes work best when people have time to engage. In high-traffic settings—like busy highways or transit stations—they may not notice the code or be able to act on it. Stopping to pull out a phone and open their cameras or QR Code readers isn’t always feasible on the move.
To boost scan rates, place your codes where people can slow down and focus, like checkout areas, waiting rooms, or printed materials they can take with them.
Security and trust concerns
QR Code technology is inherently secure, but bad actors can create fake codes and present them as legitimate. To protect your audience, regularly check your codes for signs of tampering and design them with clear, consistent branding so customers can easily distinguish the real ones.
Not accessible to all audiences
While most modern mobile phones can scan QR Codes, not everyone has access to this tech or knows how to use it. Some audiences may be unfamiliar with the process altogether.
Offer a backup option, like a short, branded URL that’s easy to type into a browser. And if you’re targeting less tech-savvy groups, consider adding brief instructions to help them scan confidently.
Best practices for using QR Codes in ads effectively
Want to maximize QR Code success in ads? Keep these best practices in mind as you roll out your campaign.
Use a clear call to action (CTA)
Don’t drop a QR Code into your ad without context. Pair every code with a CTA that tells people what they’ll get when they scan, like “Scan to claim your offer” or “Scan for exclusive content.” Great CTAs are:
- Clear
- Concise
- Value-focused
- Action-oriented
Optimize QR Codes for mobile experience
Most of your target audience will scan using their mobile devices, so be sure to link to landing pages that are optimized for smartphones and provide seamless user experiences.
- Use a responsive layout that fits all screen sizes
- Compress images to reduce load time
- Make CTA buttons large and easy to tap
- Enable caching for faster load speeds
- Choose fonts that are easy to read
Test QR Code placement and design
The more visible and easy to scan your code is, the better the results. Test across devices (Apple and Android) and lighting conditions to ensure scannability. If you have trouble scanning them:
- Add white space around the code and place it in the viewer’s natural line of sight
- Avoid page corners, folds, or places where the code might warp
- Use a minimum QR Code size of 2 x 2 cm
- Stick with high contrast color combinations
- Explore codes in high-resolution formats like PNG and SVG
Track and analyze performance with Bitly Analytics
QR Codes can offer valuable customer insights that support ongoing campaign optimization. For example, if you use Bitly Codes, you’ll get access to Bitly Analytics to track:
- Total scans: See which content drives the most engagement from your target audience.
- Scans by location (city/country): Identify where your most engaged viewers are to refine regional targeting.
- Scans by device: Understand which devices your audience uses most to optimize formats and experiences.
QR Code advertising FAQs
What’s the best way to drive scans from a print ad?
Use bold design elements to draw attention, pair the code with a compelling, straightforward CTA, and place it where viewers naturally look, like near the headline or callout box.
Can I use different QR Codes for each ad channel?
Yes, and it’s smart to do so. Use unique QR Codes for commercials, CTV ads, print pieces, and email campaigns to compare engagement and identify your best-performing channels.
What if someone can’t scan the code?
Always provide a backup option. Include a short, branded URL (like a Bitly Link) below your QR Code so users can still access your content if scanning isn’t possible.
How do I track QR Code performance?
Use tools like Bitly Analytics to monitor total scans, scan locations, and device types. These insights help you understand your audience and refine your ad strategy.
Elevate your advertising strategy with QR Codes
QR Codes turn static ads into interactive experiences. Whether on TV, in print, or out of home, they give audiences a quick, frictionless way to engage—without the hassle of typing. Unlike traditional formats, they’re measurable, revealing what resonates, where engagement happens, and which devices people use. That insight helps you refine your messaging and optimize ad spend.
With a QR Code generator like Bitly, you can create Dynamic QR Codes that are fully trackable, easy to update, and customizable to your brand. Change destination URLs anytime without reprinting, manage every code from a single dashboard, and use Bitly Analytics to see which channels and creative elements drive engagement.
Sign up for Bitly today to create custom QR Codes that connect, convert, and perform.
