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Research finds QR code use growing in digital OOH advertising

Research has found that QR codes are set to be a staple of the ad industry, following huge take up of the technology by government and businesses during the pandemic.

More than two out of three (68%) ad industry execs surveyed said they expect use of QR codes in DOOH to grow more than 20% in the next year.

The research, from ad platform Alfi, found nearly half (48%) of executives questioned in the UK, US, France, Germany, Canada, Australia, and the UAE agree strongly with the view that QR codes dramatically improve the measurement of ad campaign performance while 54% agree they help with measurement.

Around 45% were also found to agree strongly that QR codes help to facilitate sales and not just to boost brand awareness. 54% agree they have a role to play in supporting sales.

“Digital innovation in advertising and particularly DOOH is accelerating rapidly and the growing use of QR codes is yet another facet of the change in the market,” said Peter Bordes, Interim CEO, Alfi. “DOOH is ideally suited to the use of QR codes given that adverts are often close to shopping malls.”

The research also found a round two out of five (41%) of senior advertising executives agree strongly that the proximity of DOOH to retail purchase points is ideal for influencing customers at the right place and time while 57% agree.

The research, by PureProfile, was based on 101 interviews of senior advertising executives in the U.S., U.K., Canada, Australia, France, Germany, and the UAE.