More and more users are becoming more interactive and curious about QR codes through technologies such as connected TV. 

A Kivi success story with HP highlighted QR targeting on CTV achieved a 95% VTR rate during an advertising campaign in Mexico and Brazil.

QR on CTV

Advertising technology shows new advances every day, which are constantly changing. This speed is fully measurable among thousands of users who are looking for new experiences when they find any type of ad on different platforms. 

In the case of Mexico, more and more users are interested and curious about the use of technology in QR codes through Connected TV (CTV).

QRs (Quick Response) are black and white square barcodes that can be scanned with a smartphone camera. By capturing this data on TV screens, viewers can access specific online content, linking the ad to a more interactive digital experience.

According to information from Statista, a 2020 study in Mexico revealed that the majority of fixed internet users, across different age groups, have ever used a QR code. Nearly 76% of respondents between 18 and 24 years old said they have used a QR code at least once, being the age group that has used this technology the most. The second age group with the most affirmative responses was the 25-34 age group, with almost 63% of users having used QR codes.

According to Comscore, Mexico leads the region with 67% reach in CTV viewership, followed by Argentina and Chile with 61%. With the growing number of users looking to experiment with new advertising technologies, Kivi has found interesting data on the combination of QR codes and ad technology in CTV.

How does it work?

QR codes allow advertisers to turn traditional TV interactions into online conversions. 

By scanning a code that appears on a TV screen, people can access additional information, take advantage of special offers or even make instant purchases. The effectiveness of QR codes will depend on their correct use, as there are right and wrong ways to implement them.

HP: A success story

In Mexico, Kivi recently registered a successful case of QR + CTV through the PMP Deal campaign of the U.S. technology company HP.

The main objective was to promote HP printers, highlighting their technological innovation and efficiency, both for the business and home market, in order to increase demand and strengthen the brand's position in a competitive market.

Kivi developed a comprehensive strategy, using rich media formats in the creative to maximize visual impact. In addition, a QR code was integrated into the campaigns to encourage greater interaction and facilitate direct access to additional information about HP products, increasing the effectiveness of the advertising campaign. The results were impressive, with a VTR of 95% and dozens of millions of impressions during a segmentation from January to July of this year in Mexico and Brazil.

This case demonstrates how the correct implementation of this technology transforms how consumers interact with ads, turning traditional experiences such as watching TV into active and measurable actions through connected TV.