Why are very few television advertisers incorporating 2D barcodes into their advertisements? It appears that marketers believe television viewers would not have enough time to access their smartphone, launch the app and scan the code. Many Ad agencies say, "15 seconds is too short to do anything more than X,Y and Z." Phillip Warbasse wrote about this argument, along with rebuttals at PRINT2D ─ Misconceptions about QR Codes for use on TV
Because QR Codes extend the interaction time with an audience, advertisement agencies should be creatively thinking of ways to include QR Codes in their spots, and not dismissing them. I wouldn’t be surprised to see the “call-to-action” extended by displaying a very short blurb, along with the QR code, in the corner of the television screen (… brought to you buy: “Advertiser Name” next to the QR code). You already see this type of display when a network publicizes an upcoming show during an airing of a current show.
Chris Lehan is a Director at Impressions Incorporated (a multi-color printer in St. Paul, MN specializing in the complete production ofcustomized printing and paperboard packaging). http://www.i-i.com/
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