Unlocking Engagement: Leveraging QR Codes in DRTV for the Older Demographic 

With the growing influence of the older demographic (aged 60+), industries like healthcare, financial services, and home improvement are increasingly turning to direct response television (DRTV) to connect with this audience. QR codes offer a solution to simplify interactions and enhance engagement by making information and services instantly accessible at the moment of interest, right from the TV screen. Contrary to assumptions that older adults are less adept with technology, smartphone adoption among this group has grown significantly, with over 61% now owning smartphones. This digital shift makes QR codes a highly relevant tool in engaging older viewers. By integrating QR codes into TV ads, brands can offer an easy, interactive way to access important information and services, enhancing both engagement and measurability, and making advertising efforts more effective and trackable.