Was it the QR code that made the ad so impactful, or was it the message and creative? Be curious if people accessed the url via the QR or just “Googled”
What is the percentage of TV ads you see that use QR code?
Ah…as I mentioned, a billboard, its static and in a situation you need a quick CTA, as well as the restaurant menus (those make sense) not the case from home watching TV.
The coinbase ad had no message. It was a QR code on screen for 30 seconds. Nothing else on screen. You had to open it to find out what it was about.
20 million people stopped whatever they were doing at their Super Bowl party to scan it.
You’re not right about QR.
Me? I hate most ads, but I had to scan a QR to open Apple TV 5 minutes ago. If a brand like Apple who is a global tech leader thinks that’s the strongest way to get me to take action, I’m betting it works pretty good.
The conversation is starting to move in the direction of what I do professionally.
There’s always been a need for some technology that enables, “I’m at this spot/doing this thing, take me to the website I need.” Pulling up a menu at a restaurant. Getting more info from an ad. Pulling up the login page for a streaming service so you don’t have to type your username/password with a cheap TV remote. For a while, I thought NFC would bridge that gap. Some restaurants had NFC tags that you tap with your phone and the website is pulled up. Unfortunately, that doesn’t cover the advertising use-case.
@YellowNumber5 is right - covid saved the QR code. Apple and Google made QR code support part of the built-in camera instead of requiring an app to be installed.
This past weekend I went to a small mom/pop diner. When the waitress handed me the bill I had two options to pay: scan a QR code and pay from my phone or take the receipt up to the counter to pay in person. The prevalence and usage of QR codes is staggering.
I will add, QR codes can be overused. There’s no reason to put them on a website or a few other places. I’ve heard horror stories of people asking for every piece of marketing material to include a QR code. That’s pointless.
Looks like we have a bunch of marketing and advertising folks on the board. I’ve run campaigns and sat in on pitches on QR codes. The scan rate for a QR code running on CTV/Digital Video is tiny. Less than 1% tiny. Less than 0.1% tiny.
Using QR codes to get what you NEED is a good use of them. Like a menu, pay a bill, log in to something. Using a QR code to get more information is generally ineffective (save for an $8M gamble during the Super Bowl).
Well, at least marketing has taken down the billboards in Chicago with the slogan that was eerily reminiscent of “triumph of the will.”
Who would you say are the target audience? Seems to me it is high school students and their parents. And maybe current students, just to remind them what they are paying for.
I don’t work in marketing, but I’d had to do a decent amount of the analysis for these numbers. Is the ideal outcome that a prospective student goes to miamioh.edu after watching that? If so, do you think more than 1% of people viewing that add went to miamioh.edu?
To be clear, I don’t hate the video. It’s a video that brings out a lot of positive feelings as an alumni. But I can appreciate the view that it’s lacking depth for the actual target. Nobody here needs to be sold on Miami. A lot of people here are struggling to put themselves in the shoes of somebody born in 2008. And who would want to 
I have been wondering, since we are on this topic, how many people on this board are (a) current students (b) parents of current students, (c) parents of high school students looking at colleges, and (d) those who graduated from Miami in the last 3 years. I need demographics, man!!
I have a back-of-the-napkin estimate for a,b, and d. I’ve never installed any analytics software here that would give better estimates, and I don’t think I’ve ever felt a reason to. But I will say MHT has all types: current students, current student-athletes, alumni, parents of student-athletes, parents of student-athletes being recruited, alumni with kids who are exploring college options, etc.
I would say we are all part of the target audience for university comms. But, we may not be the bullseye of the target.
I have a kid going to college in the not too distant future. Thus, I’m part of the target audience. And maybe the bullseye.
Or I’m a prospective student. And maybe the bullseye.
Or I’m an alum who cares about the school and its fortunes. If there was a cta about fundraising, I may be the bullseye.
Or I’m a faculty member and care in the same way. If enrollment is down, my job is at stake so I might be the bullseye because the u wants me to see we are marketing. (Unlikely, but I digress.)
But, that’s where things get hazy. Because that target i outlined id too general. Hence why this ad lacks nuance. You will be better served finding the individual personas in the specific programs you want to boost. Targeting is everything today and one size fits all is like asking every girl in the bar to go on a date. One might say yes, but most tune you out.
Don’t target the graduate program in History. Miami just eliminated that.
Is this true? I didn’t see that on the list, just niche programs like Russian & East European studies. If the administration is shutting down core arts and sciences programs, that’s not a good look.
Welcome to the Miami College of Nursin’, Teacher Trainin’ and Bidness.
Meanwhile, over at the College of Arts & Science…
So Yellow is your seventh-grade daughter. The picture’s getting clearer.
We are an unconventional family.
This will always be my favorite university commercial because of the violinist! Also, they show the opportunities from an education at their school without overwhelming you with statistics. What if?
