Observed Signal · Sep 16, 2026 · Opinion / Analysis · Source: The Drum · Impact: 3/5 · Sentiment: Negative
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'.
Insightful criticism of QR codes in advertising backed by new data, relevant to CTV and shoppable media trends.
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Key Takeaways & Evidence Grounding
- CTV QR scan rates in BrightLine's data fell 60% between H1 2025 and Q4 2025 to 0.004%.
- Innovid found only 200 QR scans per 1 million impressions.
- TiVo reported QR code scanning in TV ads fell from 30% in 2022 to 24% in 2024.
- LG Ad Solutions found 70% of non-scanners cited lack of interest in the product or brand.
- Roku's remote-based shoppable ads generate about four times more conversions than QR codes.
Connected Companies & Entities
8 Entities mapped“Andrew Tindall is a senior leader at System1.”
“CTV QR scan rates in BrightLine's data fell 60%...”
“Innovid found only 200 scans for every 1m impressions.”
“Take Roku's solution to the lack of QR scans...”
“WPP Media's finding that 84% of purchases go to brands people were already biased toward.”
“Origin, Flowcode and LoopMe did some groundbreaking research.”
“Origin, Flowcode and LoopMe did some groundbreaking research.”
Ontology Mapping & Concepts
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