The Connection Between Quick Response Codes And Digital Signage

When digital signage first debuted, the technology was mostly isolated from other platforms. There was very little, if any, integration with other technologies. This has changed dramatically over the last several years, most notably with the introduction of smartphones. Network operators can now stream content that encourages viewers to respond to a text code that lets them take advantage of coupons, deals, and other promotions.

This is a step forward, especially for digital signage networks that are installed within retail environments. Integration with mobile devices provides another tool with which network managers and advertisers can drive a response from their audiences. But the method is limited since it requires people to input data (i.e. a text code). This alone affects response.

Quick response codes (or, QR codes) address this issue. Below, we'll explain what they are, and how they can be incorporated into your digital signage content.

QR codes have been used since the 1990s. They were originally designed to help automakers track parts, though they are now used in many other applications. The code is a two-dimensional barcode that can be read by an assortment of devices, including mobile phones (by taking a photo). Many types of data can be encoded within it, and then decoded by the phone.

A QR code that is integrated into a DOOH clip can send the viewer to a webpage of the advertiser's - or network operator's - choosing. While this may seem a small benefit, it sets the stage for a new way to think about your digital signage content.

Consider what happens when someone walks by a DOOH screen, and observes a signage clip that he or she finds interesting. Assuming the clip includes a call to action, this person might be forced to write down a web address, phone number, or other details relevant to the offer. Because doing so requires something to write with as well as something to write upon, most people will simply continue on their way.

A QR code offers an easier mechanism with which to promote an offer to the viewer. The code can be displayed in a corner of the screen, and imported using a mobile phone. Once it is loaded and recognized by the phone's operating system, it can direct the consumer to a special page on the advertiser's website.

This eliminates the need for a viewer to write down the details of a given promotion. It also removes the need to memorize the details. Instead, with the quick response code loaded into his or her phone, the information can be retrieved at the consumer's convenience. A side benefit for the advertiser is that the digital signage promotion can be expanded and customized online.

One area in which QR codes show significant promise is with tracking response from digital signage clips. An advertiser or network operator can track the number of people who land on the special webpage set up for the promotion. If the offer involves a purchase or request for additional information, they can monitor the conversion rate of those who land on the page.

The network manager can also gather data that reveals whether a given screen is capturing the attention of passersby. By monitoring the number of people who land on the web page, the manager can gain insight into screen effectiveness. This might expose problems with the placement of the screen, its angle, and issues with the content itself (e.g. readability, pace, etc.).

Integrating quick response codes in digital signage clips is still a relatively new idea that has yet to gain significant traction. But it is an opportunity to track the effectiveness of your DOOH content. While imperfect, it can help network owners and advertisers better understand what motivates their audiences.