Observed Signal · Jun 24, 2026 · Technical Release · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Computer Vision Replaces QR Codes for Interactive Media
ADWEEK’s Adspeak podcast features an interview with Matty Beckerman, founder and CEO of IRCode, discussing how computer-vision AI is being used to replace traditional QR codes. The conversation covers IRCode’s patented technology that enables consumers to interact with real-world content—billboards, TV broadcasts and product packaging—without QR codes, and emphasizes capabilities for real-time attribution, measurement and proving campaign ROI. The episode also explores interactive opportunities in live sports, entertainment and product placement, and mentions IRCode’s White Label Lens Framework and measurement dashboard approaches for converting passive viewing into measurable commerce journeys.
Introduces a computer-vision approach to interactive, shoppable real-world media with measurement and attribution benefits; relevant to marketers and measurement teams but not a major platform announcement or industry-shifting policy.
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Key Takeaways & Evidence Grounding
- Matty Beckerman is the founder and CEO of IRCode.
- IRCode’s patented computer-vision technology enables scanning of real-world content (billboards, TV broadcasts, product packaging) without QR codes.
- IRCode claims the technology provides real-time attribution, measurement and tools to prove campaign ROI.
- The discussion appeared on ADWEEK’s Adspeak podcast, hosted by Ryan Joe, and highlighted opportunities in live sports and entertainment for 2026 growth.
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Young Audiences Drive Interactive CTV
Dan Black, Head of CTV UK at Teads, explains that younger audiences grew up with different TV experiences and are more open to interacting with ads on connected TV. He argues that this openness enables brands to experiment with interactive formats, including QR codes that viewers can scan to engage with brands or access additional content, potentially raising brand awareness as ads appear on the living room screen. The discussion touches on broader CTV innovations, such as dynamic creative and measurement approaches that align with a video-led, cross-screen strategy. Black emphasizes that the TV environment is evolving toward more immersive, measurable experiences, and brands should explore how QR-driven interaction and other interactive tactics can be woven into future campaigns. The interview was filmed at VideoWeek Roadmap 2025 and reflects the industry's interest in expanding interactivity on CTV.
QR Codes in Ads Called 'Stupid' as CTV Scan Rates Collapse
Andrew Tindall, a senior leader at System1, argues that QR codes in advertising are ineffective and harmful to brand building, citing new research showing CTV QR scan rates plummeting 60% between H1 2025 and Q4 2025 to just 0.004%. He references data from BrightLine, Innovid, TiVo, and LG Ad Solutions, which collectively show consumers largely ignore QR codes due to lack of interest. Tindall criticizes the industry's obsession with 'shoppable media' and immediate response, emphasizing that advertising's primary role is to build memory and future demand, drawing on research from WPP Media and Ehrenberg-Bass. He advocates for emotional, crafted ads without QR codes, citing works like 'The Long and the Short of It' and 'Lemon'.
Sinclair Invests in IRCODE to Launch Shoppable TV
IRCODE, a computer-vision and AI company that makes television interactive and shoppable in real time, announced a strategic investment from Sinclair, Inc. As part of the deal Sinclair will roll out IRCODE Lens — a white-label, real-time engagement and attribution layer — inside its station apps in Salt Lake City and Austin beginning in July, with additional markets to follow. IRCODE Lens identifies on-screen content at frame-level accuracy (no QR codes) and routes viewers from TV to commerce or engagement flows while keeping engagement and conversion data first-party within the broadcaster’s ecosystem. The partnership aims to bring measurable, performance-driven capabilities to broadcast TV at Sinclair scale, including future extensions into sports and other local programming.
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