I don’t think Oprah would be happy that you put a QR code on a billboard.
In this great article about the shortcomings of QR codes, the author found that:
it took an average of 47 seconds for them to take out their phone and find the application to read the QR code — not exactly a “quick response.”
My rule for highway billboards has always been “one idea, you’ve only got three seconds” as the audience zips past. QR codes just don’t fit that. That’s not to ban them from all outdoor or transit placements. In a place where people are bored and waiting (bus stops, subway platforms/cars, etc), I think they work great.
The bigger problem here lies in that what SHOULD be an excellent tool to sync your mobile marketing strategy is rapidly jumping the shark because marketers are misusing it. The idea of QR codes has also trickled down to the dead-wood-from-the-neck-up managerial level who have no idea what they’re doing. Use a QR code where it makes sense, not just because you can use it.
My list of bad placements for QR codes continues to grow: