This week, technology company IRCODE introduced an image-scanning platform aiming to exchange QR codes in video ads. The company uses a patented technology called Exact Match that lets app users scan physical displays like outdoor ads, and video and TV ads.
After unveiling the technology, the corporate gave MarTech a peek at how the app works in an exclusive interview. IRCODE previously announced outdoor ad scanning capabilities for the out-of-home market.
“One really cool thing about our patents is that it allows for video recognition,” said founder and CEO Matty Beckerman. “So it’s not only for static ads, but for actual commercials, TV and interactive promoting and digital out-of-home.”
Scanning ads. It uses a technology called Exact Match, which allows users to scan and interact with ads on their phone. Instead of reading a QR code placed on the content, it recognizes all the image or video and takes the user to the subsequent stage within the journey.
Currently, the answer requires a user to download an app to scan ads, nevertheless publishers have the choice of integrating IRCODE’s technology of their streaming apps.
“We can white-label our technology directly into networks’ apps, where it may very well be [the publishers’] app where it could possibly have a shopping function directly [built in],” said Beckerman.
Shoppable products. The latest video ad capabilities provide the identical interactive functions for users as after they scan a billboard or other static-image ad.
“When you watch a show you possibly can immediately scan the screen and get the entire items, shoppable, right there,” Beckerman said. “The sweatshirt [a TV star] is wearing, you possibly can immediately go to it, open it up directly in Amazon and shop immediately.”
Brand and publisher control. The IRCODE solution doesn’t spontaneously make every scanned object on a screen, or in an ad, shoppable. Instead, the advertiser and publisher select which destination to take users to in line with where within the video the viewer is. The image recognition identifies the precise ad or scene in a video that the viewer is scanning.
It’s easy to see why this may be priceless in a TV show use case. A consumer scans the screen of an episode and is instantly shown featured products, which they can buy.
The advertiser and publisher select the queue of products — or other actions, a contest perhaps — at every point within the programming. The backend UI allows for marketers to simply drag and drop shoppable products to construct out and manage this experience for viewers.
The result’s a possibility for curated brand placement and shopping without QR codes.
“If it’s a beer within the scene, and Heineken has paid numerous money for product placement, it needs to be a Heineken — it higher be curated,” Beckerman explained. “That’s why placements are directed by the brand and network.”
Analytics. Advertisers and publishers can also measure ad engagement in real time using IRCODE’s analytics. Metrics include engagement time, location, frequency and conversion rates.
Why we care. From a design standpoint, QR codes are clunky. But they act as a crucial prompt for viewers to scan and interact with the ad. Without the code, streamers must prompt users to scan in one other way — for instance, firstly of an episode, captioned on the screen, or through instructions by the on-screen talent.
However, with the adoption of visual search with tools like Google Lens, more mobile users are used to pointing and clicking with their phones to comparison shop and learn more about objects of their environment. IRCODE’s approach to shoppable ads suits in with this growing tendency, and the power for TV publishers to integrate it into their app experience reduces the friction point of getting to download a separate IRCODE app.
Dig deeper: Walmart launches shoppable ads on NBCUniversal’s Peacock
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