A QR code ad on CTV displays a scannable code during or alongside the video ad. The viewer picks up their phone, scans the code, and arrives at a mobile destination — a product page, offer, app store listing, or WhatsApp conversation. No platform integration required — the code is part of the creative and works on any CTV platform, any device.
Why QR codes work well on CTV: The viewer is seated on a sofa, phone in hand or nearby. The TV screen is large enough to display the code legibly. The viewer has just seen an ad that created intent. The scan is a low-friction next step.
Scan rate benchmarks:
- Pause ads with QR: 2–5% (highest — viewer is paused, phone naturally in hand)
- Pre-roll with QR in final 5–10s: 1–3%
- L-banner with QR: 0.5–2%
Creative rules: QR code minimum 250x250px at 1080p. High contrast (black on white). Visible for at least 5–7 seconds. Always include instruction text: "Scan to shop", "Scan for offer".
India use cases: E-commerce product ads (deep-link to cart), app installs (Play Store/App Store), financial product enquiries, food delivery, OTT subscription promos, UPI payment flows.
Full guide
For a complete explanation, read: QR code ads on CTV: the most accessible interactive format and how to use it