Audi tests personalized QR codes in streaming ads

• Audi of America announced a partnership with PHD Media and Kerv Interactive, a man-made intelligence (AI) video promoting platform, to develop into the primary advertiser to check Kerv’s latest Dynamic Destination ad product, per a press release shared with Marketing Dive.
• The latest feature allows advertisers to direct over-the-top (OTT) and connected TV (CTV) viewers to unique destinations using QR codes in ads that depend on triggers like location, time of day and weather to generate a personalized experience. 
• Using the tool, Audi and PHD Media saw one OTT ad generate QR codes directing viewers to dealerships in 115 separate zip codes. The tie-up speaks to the resurgence of interest in conversations surrounding each AI and QR codes in promoting.

Personalization at scale has long been the promise of the digital marketing revolution. However, as consumers move across channels and platforms and emerging spaces like streaming grow more popular, marketers have struggled to make the experiences each unique and seamless. However, major partnerships just like the tie-up with Audi and Kerv could help pave the way in which for more widely adopted solutions.

Using Kerv’s Dynamic Destination tool, advertisers can achieve personalization at scale by taking the manual work out of making unique landing page destinations for consumers. The feature uses technology based on AI, machine learning and image recognition to seamlessly add QR codes to CTV and OTT ads that may generate specific landing pages based on the viewers needs, even making an allowance for points just like the day of the week and browser.

The first to check the technology, Audi and marketing communications agency PHD Media utilized Dynamic Destination for an OTT campaign that captured the eye of 98% of a complete 14.1 million viewers and offered personalized experiences to users based on dozens of zip codes.

“Working with KERV and PHD Media allowed us to quickly and efficiently localize our interactive OTT experiences and guarantee consumers have a more personalized, relevant experience with the Audi brand,” said Kayleen Oblack, media manager at Audi of America, in the discharge.

Such opportunities come at a critical time for advertisers. According to a 2023 report by Adobe, 71% of retail marketers said the interplay between online and offline experiences makes it difficult to trace the client journey. Measurement has been a subject begging for simplification in the streaming industry, with advancements from Nielsen and the newly formed Joint Industry Committee vying for progress.

As hype surrounding AI soars following the launch of OpenAI’s ChatGPT in November, several advertisers have searched for brand spanking new ways to use the buzzy tech to its marketing. For example, Coca-Cola in February became the primary marketer to make the most of a latest partnership between management consultancy Bain & Company and OpenAI to leverage tools like ChatGPT and DALL.E to reinforce its marketing efforts.