QR Code Campaign Analysis    of London Market        (3Q11-1Q12)      Dave Marutiak       Scanbuy UK       30/3/2012
The advertisers in the London commute papers            show cyclical use of QR codes                    (Scanbuy compilat...
Metro UK’s Launch - Tech Talk(From Future Digital Strategies Conference, Nov 2011)          DPS Tech Talk Special with QR ...
Metro UK’s On-Going Usage(From Future Digital Strategies Conference, Nov 2011)                                            ...
Renault Cars                   Visit PC website < 30/Ad    •   1/3 page ads    •   QR code near URL in middle    •   Multi...
BlueSq Betting Site    Download Itunes App ~ 50/Ad         • Bottom of page strip ads         • QR code on right, near log...
O2 Guru      Go to mobile website – 50-200/Ad    • 1/8 page ads    • QR code on left, near URL    • Continuously running i...
Wowcher.co.uk daily deal    Go to desktop website – ~40-60/Ad    • 1/3 page ads    • QR code on upper or lower right    • ...
M&S Dine in For Two               Requests for a Menu – 1,250/Ad    •   1/3 page ads    •   QR code bottom left    •   Mul...
Marks & Spencers (cont.)•   Placed across both Metro and    Evening Standard across multiple    weeks and months•   Consis...
M&S Women’s Winter Clothes          Shop Mobile M&S Site = 1,500/Ad     •   Full page ads     •   QR code bottom left     ...
Marks & Spencers (cont.)      • Sexier pictures sell better      • Metro 8/9/2011      • Full campaign over 14K scans     ...
Marks & Spencers (cont.)      •   Indigo Woman’s Collection      •   Various papers mid-March      •   Call to Action – mo...
M&S Men’s Winter Clothes        Shop Mobile M&S Site = 1,500/Ad     • Full page ads     • QR code bottom left     • Single...
M&S Home         Shop Mobile M&S Site = 1,050/Ad     •   1/4 page ads     •   QR code top right     •   Multiple papers   ...
Taco Bell Job Opportunities             Go to mobile job website – 34K hits     •   Shown in their retail stores     •   Q...
Tesco Clubcards              •   Launched in August for autumn campaign              •   Sends you to mobile web site     ...
New Tesco Trials               •   Trial in the fresh product section               •   Sends you to full size desktop web...
New Tesco Trials               • Charity donations if you use the ATM               • Sends you to mobile web site        ...
Skype UK - Job Opportunities•        Good comparison case           – Skype ran the same ad in the Metro               and...
Restaurant Examples – Toby Treats•        Toby Carvery restaurant offer in the Metro on 3/28/12          –   Two meals for...
Conclusions• Largest numbers come from clear Call to Action and  repeated, regular exposure of ads     – Reasonable care r...
Example of Things to Avoid23
Notable Mistakes in the UK Market•    Current LoveFilm (amazon) promotion on DVD envelopes•    Uses a direct code and wast...
Notable Mistakes in the UK Market     • Simple blew a       poster from the       Tube up to the       size of a billboard...
Notable Mistakes in the UK Market     • Code is too far away to be scanned,       even with zoom in use     • Poster is on...
Notable Mistakes in the UK Market• Code is very dense (very hard for many scanners to read)• Scanning takes you to a regul...
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QR code campaign analysis for the UK

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An updated and expanded version of a previous talk

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  • Hi Dave. Thanks for sharing.
    I'm interested to know whether you have any statistical studies from ScanLIfe regarding slide 22, which suggests QR codes accompanied by a call to action receive greater response rates.
    Cheers
    Al
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  • The best way to do that is to use managed code services, such as ScanLife provides. Then you'll have full analytics including pertinent information like demographics and location too.
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  • Thanks for that, Dave, very useful preso. I like to use QR codes, but I'm a bit of a novice. Have you got any tips how I could keep track of the number of impressions generated by people scanning my codes? I'm afraid I have just used them to promote URLs- no way of tracking ROI
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QR code campaign analysis for the UK

  1. 1. QR Code Campaign Analysis of London Market (3Q11-1Q12) Dave Marutiak Scanbuy UK 30/3/2012
  2. 2. The advertisers in the London commute papers show cyclical use of QR codes (Scanbuy compilation) 300 250 200 150 Metro UK 100 Eve Std 50 02
  3. 3. Metro UK’s Launch - Tech Talk(From Future Digital Strategies Conference, Nov 2011) DPS Tech Talk Special with QR code Competition 15k scans
  4. 4. Metro UK’s On-Going Usage(From Future Digital Strategies Conference, Nov 2011) Over 100K scans (so far) in 2011
  5. 5. Renault Cars Visit PC website < 30/Ad • 1/3 page ads • QR code near URL in middle • Multiple papers • Call to action: none • Weak response rate as a result5
  6. 6. BlueSq Betting Site Download Itunes App ~ 50/Ad • Bottom of page strip ads • QR code on right, near logo • Continuously running in paper • Call to action – none on code, but may have some association with nearby App Store Logo6
  7. 7. O2 Guru Go to mobile website – 50-200/Ad • 1/8 page ads • QR code on left, near URL • Continuously running in paper • Call to action: none on code, but may have some with associated URL nearby7
  8. 8. Wowcher.co.uk daily deal Go to desktop website – ~40-60/Ad • 1/3 page ads • QR code on upper or lower right • Continuously running in paper • Call to action – Scan me! • 50% more responses with that, aided by the proximity to URL8
  9. 9. M&S Dine in For Two Requests for a Menu – 1,250/Ad • 1/3 page ads • QR code bottom left • Multiple papers • Call to action: • download the menu9
  10. 10. Marks & Spencers (cont.)• Placed across both Metro and Evening Standard across multiple weeks and months• Consistent traffic across multiple placements and paper editions gives a great total response• Clear call to action: download menu• Total user scans - 14,582 13-Oct-11 Metro 28-Oct-11 Metro 10-Nov-11 Eve Std 24 and 25-Nov-11 08 and 09-Dec-11 1194 scans 1060 scans 2164 scans ES and Metro ES and Metro 1189 scans 927 scans
  11. 11. M&S Women’s Winter Clothes Shop Mobile M&S Site = 1,500/Ad • Full page ads • QR code bottom left • Multiple papers • Call to action : • shop mobile web Metro 6/10 Sun 8/10 Metro 13/1011
  12. 12. Marks & Spencers (cont.) • Sexier pictures sell better • Metro 8/9/2011 • Full campaign over 14K scans 08-Sep-11 1740 scans12
  13. 13. Marks & Spencers (cont.) • Indigo Woman’s Collection • Various papers mid-March • Call to Action – mobile web site • Full campaign over 5K scans March 9, 2012 Independent13
  14. 14. M&S Men’s Winter Clothes Shop Mobile M&S Site = 1,500/Ad • Full page ads • QR code bottom left • Single paper • Call to action: shop mobile website14
  15. 15. M&S Home Shop Mobile M&S Site = 1,050/Ad • 1/4 page ads • QR code top right • Multiple papers • Call to action: shop mobile website15
  16. 16. Taco Bell Job Opportunities Go to mobile job website – 34K hits • Shown in their retail stores • QR code on bottom, no URL • Continuously running for 6 months • Call to action – Apply Today16
  17. 17. Tesco Clubcards • Launched in August for autumn campaign • Sends you to mobile web site • Call to action – Scan me to register card • Run through December ~ 14,000 scans17
  18. 18. New Tesco Trials • Trial in the fresh product section • Sends you to full size desktop web site • Call to action – Scan me for recipe ideas • Started in mid September ~ 700 scans18
  19. 19. New Tesco Trials • Charity donations if you use the ATM • Sends you to mobile web site • Call to action – Scan me to see total donated so far (0.0125p per ATM trans)19
  20. 20. Skype UK - Job Opportunities• Good comparison case – Skype ran the same ad in the Metro and E/S on the same day, same placement in the classified section looking for new employees in the UK – The E/S small classified ad brought in only 33 scans – The Metro small ad brought in 54 scans, a 66% higher engagement rate – For comparison, the same sized classified ad for cycling in Cornwall got 22 scans that day• Then the next day they ran a quarter page color ad in the E/S with a full page article wrapper around it • That ad brought in 43 scans, even though it was much more noticeable • Still got less engagement than the much smaller and out of the way Metro ad above 20
  21. 21. Restaurant Examples – Toby Treats• Toby Carvery restaurant offer in the Metro on 3/28/12 – Two meals for 10 quid with a coupon – Bottom page, full width of the page – QR Code printed inside the coupon segment – Call to action – visit web site and get on mailing list – Website was full desktop version though – Had over 1130 scans on that run alone – Over 16,000 scans on the code since November 21
  22. 22. Conclusions• Largest numbers come from clear Call to Action and repeated, regular exposure of ads – Reasonable care results in 1K-2K of scans per ad placement in high volume papers, but often easy to do 5X or 1/5 that too – Even routine use for smaller classified ads can result in large numbers if used regularly and well designed C2A• Usage continuing to grow dramatically across London – Newspaper placement grows steadily, in a cyclical annual pattern, with Metro far outpacing the E/S in numbers – Tesco out ahead for internal use, but M&S dominates usage for the retail market in their advertising• Notable mistakes still being made by leading brands or22 agencies, some not even using managed codes
  23. 23. Example of Things to Avoid23
  24. 24. Notable Mistakes in the UK Market• Current LoveFilm (amazon) promotion on DVD envelopes• Uses a direct code and wastes 1M customer impressions• Call to action – Scan me for chance to win• Direct code has typo which makes it un-routable #fail24
  25. 25. Notable Mistakes in the UK Market • Simple blew a poster from the Tube up to the size of a billboard • Code was way to small to be readable from the 50 foot away it would have been taken25
  26. 26. Notable Mistakes in the UK Market • Code is too far away to be scanned, even with zoom in use • Poster is on far side of the Tube tracks, so users tend to walk towards the open train tracks trying to scan it!26
  27. 27. Notable Mistakes in the UK Market• Code is very dense (very hard for many scanners to read)• Scanning takes you to a regular desktop web page• Pressing the (only) button downloads a 10MB, 150 page full color pdf brochure to your mobile phone• And then, it gave off errors after a few weeks27

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