Leveraging QR Codes in Your Out-of-Home Ads
- Marketing
- Jun 30
- 3 min read
Updated: Jul 1
You've seen QR codes—the square barcode of black and white pixels that, upon scanning, launches a website, product page, restaurant menu, etc. QR, which stands for "quick response," is meant to simplify and shorten the experience for consumers looking for more information. According to one article from Business Insider, smartphone users in the US who scan QR codes will continue to grow toward 99.5 million by this year.
When it comes to out-of-home advertising, QR codes bridge the gap between offline media and online engagement. They offer a way for brands to measure audience engagement clearly.
There is a place and use-case for QR codes in out-of-home advertising, especially considering pedestrian-based OOH canvases such as bus shelters, newsstands, urban panels, and window posters to name a few. Even airport security trays provide an opportunity to include a QR code.
Are you considering QR codes for your next out-of-home campaign? If so, check out our Q & A below to get the best insights from our production team.
FAQ: QR Codes in Out-of-Home Advertising
Q: What formats work best for QR codes?
A: Pedestrian-based OOH formats like bus shelters, urban panels, sidewalk kiosks, street-level bulletins, and storefront formats work best, although other non-highway OOH formats can also include QR codes effectively.
Q: Where is the best place to position a QR code on an ad?
A: The key is easy accessibility for scanning. Eye-level is ideal. This can vary depending on the OOH format. For example, you might center a QR code top-to-bottom on a bus shelter ad, but place it near the bottom of a taller street kiosk display.
Q: Can I include multiple QR codes on my creative?
A: Avoid clutter. You should only include one QR code each creative to keep the message clear and focused.
Q: Do I need a Call to Action with my QR code?
A: It is highly recommended to include a Call to Action with your QR code design. Phrases like ”scan code for discount”, “scan me”, or “scan to go to our website” tell people what to do and what the outcome will be. This significantly increases scan rates.
Q: What should the QR code link to?
A: The QR code should link to a mobile-optimized landing page that directly relates to the ad’s message and the Call to Action. This could be an offer page, event registration, product information, or contact form. The experience should provide immediate value to the user.
Q: How large does a QR code need to be on an OOH ad?
A: QR codes should be at least 6.25 inches. This size is optimized to allow a scan from approximately 5 feet away, which is a common viewing distance for pedestrian-level OOH. The farther your ad will be seen from, the larger the QR code should be.
Q: Are there any design rules for the QR code itself?
A: Yes, QR codes must have high contrast to be easily readable by scanners. A black QR code on a white background is ideal. Avoid low-contrast color combinations or overly complex backgrounds directly behind a QR code. While some customization is possible (like adding a small logo in the center as seen in this deck’s example photos), scanability should be the top priority.
Q: What if my OOH ad is a digital screen or video?
A: If you’re running video creative on a digital OOH screen, it’s recommended to keep the QR code persistent throughout the video to maximize scan opportunities.
Q: How can I track the effectiveness of my QR code in my campaign?
A: Use unique URLs or UTM parameters in your QR code link to track scans and engagement in your analytics.
In short, here are our best practices:
The size of your QR code should be between 6.25” – 7.5” to allow a scan from 5 feet away
Don’t clutter your OOH advertisement with a lot of messages, information, or multiple calls to action
Include only one QR code in your OOH advertisement
QR Codes must be high contrast to allow for scans to be read easily. A black QR code on a white background is ideal
Eye-level is the best position for your QR code. This position will vary depending on the OOH format you are posting on - center your QR code top to bottom on a bus shelter, keep your QR code near the bottom of larger urban panels
Use a Call to Action near your QR code such as “Scan Code for Discount” or “Scan Me” or “Scan for a Great Offer”
If running video, keep your codes persistent throughout the video so the odds of someone scanning it increase
Would you like to discuss how to implement these best practices for your next out-of-home campaign? Please reach out to our team of experts at hello@pjxmedia.com to get started today!
