QR codes on connected TV (CTV) campaigns are now available for Demand Gen and Performance Max campaigns, this feature allows viewers to instantly scan and engage with your products, simplifying their path from discovery to purchase. This ad format helps you drive traffic, increase conversions and transform a passive viewing experience into an active shopping opportunity. Apply this into your campaigns to improve performance and maximise your return on ad spend.
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How QR codes appear
QR codes appear differently depending on your campaign type and the ad format used. Review the following:
- For YouTube Select and reservation campaigns (non-skippable in-stream): After five seconds, the ad creative will reveal a QR code, call to action text and a 'send to phone' button for logged-in viewers.
- Note: The brand logo of the YouTube channel will appear automatically in the centre of the QR code. To display a generic QR code without a logo, the source video must be set to 'unlisted'.
- For Demand Gen and Performance Max campaigns (skippable in-stream): The ad will start format from the beginning of the skippable period. This view immediately displays a QR code, a clear call to action and a 'send to phone' button.
- For Demand Gen and Performance Max campaigns (YouTube Shorts): Ads appear between organic Shorts videos. The QR code appears on the screen to drive users to the site. These ads can be skipped by swiping up or down.
- Note: Product feeds are not currently supported for QR codes on YouTube Shorts.
Availability and implementation
QR codes are exclusively available for connected TV (CTV) and they aren’t available on YouTube TV or Google TV inventory.
To display and use QR codes, opt in to CTV through device targeting settings and ensure that your device targeting includes TV screens. The system automatically generates and implements QR codes on Demand Gen and Performance Max campaigns targeting CTV. Learn more about device targeting.
For Demand Gen and Performance Max QR codes can be bought in Google Ads and Display & Video 360. It's recommended to use YouTube Select targeting for reservation buys, but it's not mandatory.
Create a video campaign with a QR code for YouTube Select (reserved media placements only)
Avoid embedding QR codes directly into your video files. This can lead to a poor experience for mobile or desktop viewers. Instead, use system-generated QR codes, which are optimised to appear only when your ad is viewed on a TV.
- Go to Campaigns within the Campaigns menu
.
- Select the plus icon
and then select + New campaign.
- Create a video campaign following the steps in this link.
- Select an existing video ad or upload a new one.
- Choose an eligible ad format, skippable or non-skippable in-stream.
- Enter the final URL (landing page) and display URL.
- Select the 'call to action' and 'show final URL as QR code on TV screens' tick boxes.
- Complete the remaining ad details (headline) and create your campaign.
.Link product feeds and QR codes
Use the following instructions to display product feeds alongside your QR code in Demand Gen and Performance Max campaigns:
- Link your Google Merchant Center (GMC) account to your Google Ads or Display & Video 360 account.
- Attach your GMC feed to your Demand Gen and Performance Max campaigns.
- Ensure that you do not opt out of CTV for Demand Gen.
Benefits
- Drive measurable results: QR codes enable direct responses, increasing conversions.
- Reach shoppers on TV: Capture attention while viewers engage with CTV content.
- Interactive experience: Make ads more engaging and encourage action.
FAQs
Can I change the position of the QR code or when it appears?
Will I lose creative impact by using a QR code?
Do QR codes work on 30s non-skippable ads?
Do we ever not show QR codes?
Will shoppable ads and QR be available for all impressions?
What does availability look like for Shoppable CTV?
