New option for advertisers: QR Codes in non-skippable YouTube Ads on CTV

Google this week announced a new feature for advertisers using Display & Video 360's Instant Reserve function. This feature allows the inclusion of QR code call-to-action (CTA) overlays within non-skippable YouTube ads displayed on connected TV (CTV) devices.

CTV devices are televisions that can stream content over the internet, as opposed to relying solely on traditional cable or satellite broadcasts. CTV devices include smart TVs, streaming media players like Roku or Chromecast, and gaming consoles.

Non-skippable ads, unlike traditional pre-roll ads, cannot be skipped by viewers. With this new feature, advertisers can display a QR code within their non-skippable YouTube ads. Viewers on CTV devices can use their smartphones or tablets to scan the QR code. This scan will then direct the user to a specific landing page associated with the ad campaign.

Benefits for advertisers

Enhanced Brand Engagement: QR codes provide a way for viewers to easily access more information or complete a desired action, such as visiting a website, downloading an app, or signing up for a service, directly from their mobile devices. This can lead to deeper brand engagement compared to traditional non-skippable ads.

Improved Measurability: Click-through rates associated with QR code scans can be tracked and measured, allowing advertisers to gauge the effectiveness of their CTV ad campaigns and optimize them for better results.

Potential for Richer Content: While non-skippable ads themselves are limited in length, QR codes can act as a bridge to more detailed information or interactive experiences on a separate landing page.

Potential Drawbacks for Viewers

Disruption of Viewing Experience: Some viewers may find the introduction of QR codes within non-skippable ads to be visually disruptive or an unwelcome addition to their viewing experience.

Requirement for Multiple Devices: Utilizing QR codes in CTV ads necessitates viewers having a separate mobile device on hand to scan the code and access the additional content.

It's important to note that this feature is currently limited to advertisers using Display & Video 360's Instant Reserve function. Instant Reserve is a programmatic ad buying solution that allows advertisers to purchase ad inventory on YouTube and other platforms in real-time, based on specific criteria.

The introduction of QR code CTAs in non-skippable YouTube ads on CTV represents a new approach for advertiser engagement on this growing platform. While it offers potential benefits for advertisers in terms of brand engagement and measurability, it's important to consider the potential impact on user experience. The limited initial availability through Display & Video 360 suggests a potential test phase by Google, and it remains to be seen if this feature will be expanded to a wider range of advertisers in the future.