When a QR code belongs on a hoarding, and when it does not

When you add a QR code to outdoor, remember that it is not proof your campaign is measurable. It only works when a person can safely hold up a phone, scan it and receive something worth the effort.

Good places for a code

Use one in a mall, lift, metro concourse, bus shelter or event queue where people have dwell time. Give a clear reason to scan, such as a booking page, store finder, offer or useful download. Make the code large, high contrast and surrounded by quiet space.

Bad places for a code

Do not use one as the primary action on a fast road, foot overbridge or high unipole. A driver cannot safely scan it and a passenger may not have enough time. In those places, use a short URL, easy search phrase or a brand line people can recall later.

Test the full journey

Print the code at the intended size and scan it from the real viewing distance. Make the landing page mobile fast and specific to the campaign. Tag the link, but do not overclaim scans as total outdoor effect. Most people who notice a board will not scan it.

For a broader measurement plan, read how to measure outdoor return.