Alfi research: Campaign performance and measurement, driving increased use of QR codes in DOOH advertising

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New research from Alfi, an AI enterprise SaaS advertising platform, shows senior advertising executives are forecasting strong growth in the use of QR codes in Digital Out of Home (DOOH) advertising over the next 12 months as the focus on campaign performance and effectiveness intensifies.

The global study among senior executives including CEOs found more than two out of three (68%) expect the use of QR codes in DOOH to increase by 20% or more in the next 12 months with nearly one in five (20%) expecting growth of 50% or more.

Growth in the use of QR codes is being driven by their role in the measurement of campaign effectiveness and in facilitating sales, the research shows.

Nearly half (48%) of executives questioned in the UK, US, France, Germany, Canada, Australia, and the UAE agree strongly with the view that QR codes dramatically improve the measurement of ad campaign performance while 54% agree they help with measurement.

Around 45% agree strongly that QR codes help to facilitate sales and not just to boost brand awareness while 54% agree they have a role to play in supporting sales.

“Digital innovation in advertising and particularly DOOH is accelerating rapidly and the growing use of QR codes is yet another facet of the change in the market,” said Peter Bordes, Interim CEO, Alfi. “DOOH is ideally suited to the use of QR codes given that adverts are often close to shopping malls.”

Around two out of five (41%) of senior advertising executives agree strongly that the proximity of DOOH to retail purchase points is ideal for influencing customers at the right place and time while 57% agree.
Senior advertising executives believe the growing use of QR codes is also good for interactivity and creativity in DOOH – more than a third (34%) agree strongly that the use of QR codes can help with creativity while 63% agree.

Bordes concluded: “QR codes are just one aspect of the attractiveness of DOOH which is being recognized by more and more traditional sectors. We can expect a higher focus on data-driven insights by expanding advertising capabilities, analytical sophistication and delivering it all seamlessly over multiple devices – thus leading to not only confident purchase behaviors but one-to-one connections with consumers.

Commissioned by Alfi, PureProfile, a global research company, conducted 101 interviews amongst senior advertising professionals including CEOs from across the U.S., U.K., Canada, Australia, France, Germany, and the UAE. Interviews were conducted online in February 2022.

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