The Future of TV Is Powered by Flowcode
How brands can create interactive and measurable experiences across screens.
By Jim Norton
COVID-19 has changed every real-life experience, from how and what we buy, how and where we work, and how we interact with other people and with the brands we love. It’s also changed how we view QR codes. QR codes have been around for more than 25 years, but the pandemic has driven adoption of QR codes as a way to instantly connect with a brand or business directly from your phone’s camera.
Creating direct and instant connections that connect the real world to the digital world has been top of mind for brands looking to stay competitive on an ever-changing consumer landscape. This is especially true for TV providers and advertisers, who have been trapped by the confines of the $250 billion TV landscape.
Adding QR codes to screens can be one of the most effective ways to bridge that gap. But it’s not enough to just slap a generic QR code on a screen. That’s why Flowcode built FlowcodeTV, the only QR platform designed for TV, connected TV (CTV), and digital video. We firmly believe design matters and the data tells us so as well. Flowcodes outperform QR codes on TV by double digits, and we have seen scan rates that are 200 percent higher than average digital click-through-rates! FlowcodeTV solves the last touch problem of giving Google all the credit for any lift in traffic from TV.
Offline experiences don’t just drive brand awareness. They also have the power to drive conversions — whether that’s starting a conversation, downloading an app, entering a contest, or making a purchase. Earlier this year, we partnered with Turner Sports for Fan Duel’s Over/Under contest on TNT. The Flowcode experience drove 60 percent of the traffic to the contest and accounted for 53 percent of registrations during regular season and 45 percent of traffic during playoffs. Flowcode also contributed to 50 percent of their total free-to-play new registrations YTD.