Our insights & learnings

In June 2024, Talpa Network started a first pilot with the QRomo. Together with our partners KPN, New York Pizza and Uitgekookt, we tested the QRomo in various campaigns. We are happy to share the learnings from this first pilot period:

• Spot length : Actually an open door, but the longer the spot length and especially the visibility of the QRomo, the better viewers are able to scan it. In addition, we see that adding a tag-on provides an extra boost to the scan rate.

• Call-to-action : A clear and compelling call-to-action can significantly increase the scan rate of the QRomo. Think of specific offers such as 'Get 20% off product category X' instead of general statements such as 'Score the best deals'. It is important that the viewer feels that there is an immediate concrete and substantial benefit to be gained.

• Block position: When spots with QRomo are broadcast directly after an explanatory promo*, the chance of a scan appears to be significantly higher.

 

* In the blocks with QRomo spots we also broadcast explanatory promos. This way we make sure that viewers are alert and take their mobile (if they didn't have one already). In this phase explanation is still very important, because viewers are not yet fully aware of QR codes in TV sports. As awareness grows, explanation will be less necessary. And the block position (for the scan rate) will probably become less relevant.