The Power of QR Codes in Television Applications

In the dynamic landscape of direct response television (DRTV) advertising, marketers are constantly seeking innovative ways to engage viewers and drive immediate action. One technology that has gained prominence in recent years is the QR code, and its integration into television applications is proving to be a game-changer.

1. QR Codes and the Bridge Between Screens:

QR codes act as a seamless bridge between the television screen and viewers’ smartphones. As DRTV advertisements capture the attention of audiences, QR codes offer an instant point of interaction. With a scan, potential consumers can easily transition from passive viewers to active participants, creating a more immersive and engaging experience.

2. QR Codes and Direct and Immediate Response:

The essence of DRTV advertising lies in eliciting a response from viewers as soon as possible. QR codes provide a direct and quick call-to-action that can be acted upon immediately. Whether it’s accessing exclusive discounts, participating in surveys, or subscribing to newsletters, the QR code enables viewers to respond in real-time, converting their interest into tangible engagement.

3. Enhanced Consumer Engagement:

Television applications for QR codes extend beyond basic promotions. Marketers can leverage QR codes to deliver interactive experiences to customers. For example, linking to product demonstrations, behind-the-scenes content, or interactive games could all promote further interaction from consumers. Being involved in these ways can better retain viewers’ attention and establish a more memorable connection between the brand and the consumer.

4. Trackable Analytics:

The use of QR codes in DRTV advertising provides marketers with valuable data and analytics. By tracking scan rates, geographical locations, and user demographics, advertisers can gain insights into the effectiveness of their campaigns that they wouldn’t have otherwise. This data-driven approach enables continuous refinement of strategies, ensuring that advertising efforts are targeted and generate the best results possible.

5. Seamless Purchase Journey:

For products featured in DRTV advertisements, QR codes offer a clear path from discovery to purchase. By linking directly to product pages or e-commerce platforms, advertisers facilitate a convenient buying journey for consumers. This streamlined process increases the likelihood of conversion, as viewers can make informed purchase decisions with just a few taps on their smartphones.

6. Future-Proofing Advertising Campaigns:

As technology continues to advance, QR codes provide a future-proof solution for DRTV advertising. Their versatility allows for integration with emerging technologies, such as augmented reality (AR) and virtual reality (VR), paving the way for even more interactive and immersive advertising experiences on television in the future.

7. Potential Learning Opportunities:

However, not all ventures into QR code integration in DRTV advertising have been smooth. Some companies have faced challenges in execution, with QR codes leading to poorly designed or non-mobile-optimized landing pages, resulting in frustrated viewers, and missed conversion opportunities. Ensuring that the destination of the QR code is user-friendly, visually appealing, and provides value is crucial for success.

Another pitfall is the assumption that all target audiences are familiar with QR codes and understand how to use them. A lack of clear instructions or incentive to scan the code can lead to low adoption rates. To overcome this, successful campaigns have incorporated on-screen prompts, explaining the benefits of scanning the QR code and guiding viewers through the process.

In conclusion, the incorporation of QR codes into television applications for DRTV advertising represents a pivotal shift in how marketers connect with their audiences. By fostering immediate engagement, providing trackable analytics, and creating seamless purchase journeys, QR codes are reshaping the landscape of direct response television. Ensuring they are well-implemented, causes QR codes to become powerful tools to captivate their viewers and drive results.

Good Data Practices: What to Do (or Not)

With the advent of the internet of things, wearable devices, and a pervasive need for more information the world generates over 2.5 quintillion (that’s 2.5 followed by 29 zeroes) Bytes of data every day.  Surprisingly, only 0.5% of that information is never used.  While Modus Direct doesn’t analyze quite that much data, we receive a lot! Despite our technology and elite analytics background, with every new client brings new challenges that Modus Direct tackles every day.  Are we receiving, collecting and generating this information in a straight and accurate fashion? Are we utilizing this data in the most efficient and germane method?

Data is said to be pure, unbiased, and truthful.  It is factual.   Yet, taking it at face value with no monitoring can be at best naïve and at worst disingenuous.  The methods and hardware that are used to generate and analyze data may be flawed in their application leading to errors and wrong conclusions.   To avoid this the first steps before any campaign is to plan, implement, and continually test data generating systems in order to make sure that the information is unbiased and error free.

Design what and how information is going to be gathered or created that will be relevant to the task at hand.  Be cognizant of what will be needed in the future based upon business or client needs.  It may seem like you to want to collect everything, but that can be impractical in size and require prohibitively expensive assets.  It also leads to time wasted on parsing large, unneeded datasets when a smaller, applicable collection would have served.

Once setup, testing is key.  Computers are a wonderful tool, but it takes a human touch to see patterns in information that could be signs of problems.  If the data looks too good to be true, then it probably is (and vice-versa).  Quality control is vital and an ongoing process during data collection that ensures reality is being recorded.

Now that we have good data it’s time to parse it and analyze it to inform the client of results or make internal business decisions. It’s easy to feed data into excel, make a bunch of graphs, and send off a canned report.  At Modus we really dig deep into the information to see what insights can be gleaned and utilized.  For clients that can often mean not only reporting results, but seeing what areas they can focus and grow their business and translating that into actionable decisions. Internally, Modus uses information to maximize optimizations on campaigns, giving the best bang for your buck.

It’s these data collecting, handling, and analysis processes that separates good information from the bad.  It can be the difference between success and failure.


DRTV advertising should focus on mobile and tablet strategies


With over 129 million smartphone users in the United States (55% mobile market penetration) as of January 2013, Direct Response advertisers now more than ever need to include mobile and tablet consumer engagement strategies into their response mechanisms.

With the constant evolution of multi-window experiences (TV, Phone, Tablet, PC), and the access to web browsers and search engines at the touch of a button, direct response marketers cannot rely on phone and desktop responses alone.  At the least, a responsive landing page (or website) must be developed to offer a good experience to potential buyers that were captured by the DRTV creative and offers.

Because of today’s consumer behaviors interacting with brands and DRTV advertising,  sound strategies including SEM, SEO and a mobile experience are key in today’s success.  An order, a lead or any other response goal needs to be easily attained via all response channels without any effort from the consumer (nobody likes having to “blow up” phone screens to tap on the “Order Now” button).

The days of only two response mechanisms are long gone… first impressions, good consumer experiences, consumer/brand relationships and engagements now dictate ideas, strategies and budget allocation… (note that I did not even mention Social Media – that’s a whole other post :)) so when thinking of all those, make sure to include mobile and tablet in the mix.  From experience, a few of our clients generated 50% of their overall web responses from mobile.

New Modus Client Opening Bell Report Celebrates TV Launch!

Modus is excited to announce the TV launch of one of our newest clients, Opening Bell Report! Opening Bell Report is a dynamic, cutting edge financial newsletter providing customers with the latest data on the ups, downs, ins and outs of the financial world. Most exciting of all is that for a limited time, Opening Bell Report is offering their newsletter for a free trial! Check out their site here.

Modus Checks In With the Asolo Repertory Theatre!

Modus attended the Chamber 12@12 November trustee meeting at the Asolo Repertory Theatre.  The Theatre unveiled what is happening within their organization and industry, while Modus provided its own corporate updates to other leaders in the community.

We also got a sneak peak at the production opening this week on November 13th1776.  According to the Asolo, 1776 is “A brilliant and visionary high-spirited musical that movingly and often hilariously captures the great galvanizing moment in the American Story: the signing of the Declaration of Independence. As it turns out, giving birth to the U.S. wasn’t exactly easy, but Ben Franklin, John Adams, Thomas Jefferson, and the other original revolutionaries were determined to bring this country into being. 1776 celebrates these proud, frightened, uncertain, irritable, charming, often petty, and ultimately noble figures, who were determined to do the right thing for a fledgling nation, against all the odds”. Right on. To that Modus would like to add: USA!

Learn more about the Asolo Repertory Theatre here.

Modus Launches New Campaign with Neater Feeder!

Modus Direct is ecstatic to announce the launch of our latest campaign with our new partners at Neater Feeder! Neater Feeder is an ingenious device which eliminates the spills and messes associated with feeding pets. Neater Feeder is the first and only spill proof, kick proof and ant proof pet feeding system. The patented two-tiered feeding station catches spilled water in the bottom, while food is trapped in the top, eliminating the constant cleaning associated with pets.

It has seen great success on QVC and is currently in thousands of retail stores across the country.

We shot the spots in Clearwater, FL, using actual Neater Feeder users. Fourteen dogs appeared on camera for this shoot as well.

Modus will oversee the creative, media and call center management for this campaign, which began on October 29th. You can learn more about Neater Feeder here.

Now go fill that coffee cup and check out our new spot here!



Modus Picks It Up!


The Trash that is. On October 12, Modus Direct was proud to conduct our fourth roadside trash pick-up along Honore Ave. in Sarasota. We’ve still got one more planned before the end of the year. As always, good times were had by the Modus Family keeping our hometown looking great, and we have to say now that it’s Fall (or at least what we call Fall here in Sarasota), it’s a lot nicer being outside now than on those sweltering summer days! Looking forward to the next and final Clean-Up for 2012. Geez, how is it almost Christmas again?







Storm’s A-Brewin’ with Launch of New Thundershirt Creative!

The launch of Thundershirt’s new branded direct response creative is set for October 22nd. The shoot took place over five days, with two days in studio and three on location (and some VERY early mornings). Emphasizing real customers and true success stories shot in an infinity environment, the new creative continues to elevate Thundershirt’s brand presentation. We are beyond proud of Thundershirt’s evolution both into a household name, as well as the spot it’s earned as the gold standard in the market.

Modus at DRMA 2012…also in Vegas.

Here we can see Steph, Mike and Shani at the DRMA awards, at the Paris Hotel in Las Vegas.  We had a ball with our fellow industry leaders soaking up the unique Vegas atmosphere. This year the DRMA Marketer of the year award went to Sensa.  Something like the DR Oscar, this award of honors the outstanding achievement of a marketer in the Direct Response (DR) industry. Check out their great TV spot here.  The Modus DR advertiser of the year award would go to Thundershirt, who has taken DRTV by storm with its exponential growth on both the direct and retail side.

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