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So- we run Dynamic Creative Optimization (DCO) for our clients display ads in a feed and corresponding google sheet via Google DoubleClick. My q is- does anyone know what systems out there allow for creating a template that will automatically pull a product image from say Target.com and automatically building the ad & copy without manually making 1000 ads via row for row in the google sheet? I know this is possible but curious if Sizmek or Flashtalking are more common in this type of creative development.
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If I had to guess, I'd say it's because of a combination of familiarity and recognizability. If invisible watermarks had become the go-to scanning option during the COVID years, we'd probably still be using them and people would have never heard of QR codes. But since that didn't happen, QR codes have become ubiquitous. Everyone knows what they are now. I'd also add that there's something about the uniform format that gives them an edge over watermarks. A watermark could be any shape or form, whereas QR codes are always square, which makes them more recognizable imo.
Bowl Leader
Very true. I’m just wondering if it would be worth it to reeducate users for the sake of better design.
Subject Expert
I agree that QR codes made it over the end user training hurdle. They are ugly…but identifiable.
Bowl Leader
It was something I brought up working on a layout where the code just sat there - being ugly.
Because the general public understands and can identify the purpose of a QR code. If you’re outside the industry, you don’t understand what a watermark does or how to scan it or use it. You have to go with what the audience knows how to do.
Bowl Leader
What you say also falls under UX Laws of Familiarity. US use of QR in the early days was a mixed bag. People who made the effort to scan were often disappointed by seeing content they’ve seen multiple times elsewhere. Developers and users had to be educated on how to better use it. Watermarks also were developing and still exist. Occasionally, I wonder why we don’t educate use for something that’s just as simple, but more aesthetically appealing.