The Resurgence of QR Codes in DOOH
QR codes are back! What started as a handy tool for digital menus during the pandemic has now found a sweet spot in the fast-growing digital out-of-home (DOOH) advertising scene across Canada. And guess what? This time, they’re sticking around for good, thanks to their interactive power and ability to track campaigns in real time.
Why QR Codes Are Making Waves Again
Remember those touch-free menus during COVID-19? That’s when people got really comfortable with QR codes. Now, marketers are taking that idea to the next level by embedding QR codes in DOOH ads across high-traffic areas like transit stops, malls, and restaurants. QR codes have become the perfect “offline-to-online” bridge, letting curious passersby instantly interact with ads using their smartphones.
According to industry insights, nearly 68% of advertising executives expect QR code usage in DOOH to grow by at least 20% in the coming year, with some forecasting an increase of 50% or more. The ability of these codes to facilitate real-time interactions—such as offering discounts, encouraging app downloads, or providing further product information—has become a major driver for their adoption. Moreover, 45% of executives surveyed believe that QR codes are not only effective for brand awareness but also help convert viewers into paying customers by linking directly to purchase points or campaigns tailored to their interests.
QR Codes as a Tool for Interactivity and Measurement
One of the major benefits QR codes bring to DOOH advertising lies in their capacity to create interactive experiences. For example, ads displayed on bus shelters or campus and restobar screens can invite viewers to scan a QR code to unlock limited-time offers or participate in gamified promotions, encouraging deeper engagement. Additionally, QR codes allow advertisers to collect real-time data on consumer behavior, including scan rates and conversion metrics, offering precise insights that were previously challenging to capture in OOH campaigns.
This data-driven approach is particularly valuable as DOOH campaigns grow in sophistication. Programmatic DOOH advertising, now mainstream in Canada, benefits from QR codes by combining scale with personalization. The seamless integration of QR technology with DOOH screens enables advertisers to deliver relevant content based on audience demographics, location, and time of day, amplifying campaign effectiveness.
A Future Built on Innovation
As QR codes become a staple in DOOH, the industry is exploring further innovations, such as blending QR functionality with augmented reality (AR) or near-field communication (NFC) technologies. This evolution will allow brands to engage consumers in even more creative ways—such as enabling virtual product try-ons directly from an ad—boosting both interactivity and campaign memorability.
The growth of QR-enhanced DOOH in Canada reflects a broader shift towards advertising formats that prioritize both customer experience and measurable impact. As more brands adopt this strategy, QR codes are becoming essential tools for converting consumer interest into meaningful interactions, bridging the gap between physical spaces and digital platforms.
This resurgence not only underscores the importance of innovative ad technologies but also highlights the ongoing transformation of DOOH as a dynamic, data-rich medium. With DOOH budgets on the rise and more screens equipped with QR capabilities, the Canadian advertising landscape is poised for continued evolution, setting new benchmarks for campaign performance and consumer engagement.
For more insights on this trend, you can explore relevant articles from Panasonic Visual Systems, Creativepool, and Billboard Insider.