How to Distinguish Between Running Voice Ads and Scan Ads in Real-World Campaigns

Understanding how to distinguish between running voice ads and scan ads can help you build smarter ad strategies. In this article, I’ll show you how each ad format works, where they shine, and when to use them. Don’t skip — read to the end so you won’t waste money on the wrong format.

How Do Running Voice Ads Work in Practice?

To distinguish between running voice ads and scan ads, I start by looking at how voice ads work. A voice ad plays through a smart speaker or audio app. You hear it on platforms like Spotify, Amazon Alexa, or Google Podcasts. These ads use voice alone — no screen, no click, just your ears and your voice.

When a brand runs a voice ad, they’re speaking right into someone’s living room, kitchen, or earbuds. It's a one-on-one moment. The listener might be cooking or jogging. They don’t need to stop what they’re doing. The ad plays like part of the audio stream.

Some voice ads ask you to speak back. For example, "Say 'Add to cart' to buy now." That’s called interactive audio. But even simple voice ads build awareness fast. You hear the brand, the offer, maybe a jingle. It sticks.

This works best when you want to reach people in passive moments. No screen time needed. But don’t expect them to click a link — they can’t. Tracking is hard. You rely on impressions, surveys, and overall brand lift to measure impact.

What Makes Scan Ads More Trackable and Engaging?

Now let’s distinguish between running voice ads and scan ads by how scan ads work. A scan ad needs a camera or sensor. It could be a QR code on a flyer, a barcode on a package, or even a digital screen with a scannable tag.

You point your phone camera at it. A website opens. Maybe it leads to a product page, app download, or special offer. It’s simple. You act when you want.

Marketers love scan ads because they’re easy to track. Each scan is a signal. You can count clicks, watch behavior, and get data. Unlike voice ads, you see exact results.

Scan ads are visual. They work well in places where people have their phones out — like in a store, on a poster, or in a mail ad. They don’t need sound or attention for long. Just curiosity and a phone.

They also help connect offline to online. Print ad? Add a QR code. Shelf label? Add a scan offer. Now your offline media brings people online.

The downside? People have to do something. Scan ads need action — opening the camera and aiming. If the offer’s not clear or the code’s too small, people ignore it. Also, not everyone trusts QR codes, especially if they look spammy.

When Should You Use Voice Ads and When Should You Use Scan Ads?

Here’s how I distinguish between running voice ads and scan ads when choosing one for a campaign

Use voice ads when:

• You want to reach users in audio environments.

• Your goal is brand awareness or recall.

• You’re targeting people while they’re driving, cooking, or working out.

• You don’t need instant clicks.

Use scan ads when:

• You want direct traffic and trackable results.

• You’re using print or packaging.

• You need users to act — sign up, buy, download.

• You want a measurable CTA (call to action).

Let’s say I’m launching a new energy drink. If I sponsor a podcast, I’ll run a voice ad: “This episode is brought to you by Bolt Energy — boost your day.” But if I’m running a street ad or event booth, I’ll use scan ads. “Scan to get a free trial pack.”

Each tool has a place. The trick is to match the ad format to the moment. Voice ads speak to people when they’re listening. Scan ads wait quietly for action.

To get the best results, I often use both. Voice ads to build buzz, scan ads to close the loop.

Using the right format at the right time is how smart brands stand out. Now that you know how to distinguish between running voice ads and scan ads, you can make better ad choices that fit your goals. Want more tips like this? Don’t miss the next article from KTM Ads Agency.

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