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QR codes in commercials started to be used 10 times more often
According to market analysis, the TV advertising sector will grow by about 12-15% this year. The National Advertising Alliance, where billing figures regularly go up, also noted an increase in dynamics. According to the head of NRA, this jump is due to the introduction of new advertising technologies, thanks to which the consumer path is reduced to a minimum. The proof is QR codes in commercials, which have been applied since the second half of 2020. Since they were launched and till the present day they are used 10 times more often.
This approach allows making a commercial interactive, interesting and more informative for a consumer. During the advertising a user can point his smartphone at the QR code and go to the site of the product at once. This approach makes it possible to satisfy the interest of the person instantly. The user can at the same time study the product and make the decision on purchasing.
Apart from QR codes, the technology Audio Watermarks is gaining popularity. It is a marking of the sound track with special signs, with the help of which it is possible to identify the content. Such signs are present in the commercial, and when it is broadcast on TV, these audio signs are recognized by the app of the marketplace on the smartphone. The user receives a notification from it with an offer to buy the product described in the video.
In addition, NRA, like other sellers, is expanding opportunities for clients. The agency changed the conditions for the product “Segments”, now segments of interest are available here. The subcategories were developed based on the functioning of the Brand Pulse project and the Mediascope TV panel. Prior to the upgrade, customers had access to 25 segments of real shoppers, which were created with the GfK and Mediascope consumer dashboards in mind. In addition, the seller promises to launch other categories that will be useful for the telecom, automotive, retail and fintech sectors.
Many experts believe that the current year will be the most successful for the television advertising market in Russia. The demand for this kind of promotion will grow steadily, which will entail increased competition between players. Analysts are promising greater integration of TV and Internet. In order to hold their positions, the media will be fighting bravely for each client.
Businesses are also interested in effective promotion by all available methods and many are not sparing their advertising budgets. Following the increase in demand, the media are increasing prices for their services, but customers do not seem to be intimidated by this. Despite the global departure of the viewer to the Internet, television advertising still works, and in combination with new technologies, it is experiencing a second wave of popularity.