Augmented Reality (AR) in the marketing and advertising industry is quickly becoming recognised as a new, innovative and creative way of connecting with customers and increasing engagement. Global AR ad revenue in 2018 reached $428 million and is expected to triple by 2021, which makes it one of the greatest opportunities for marketers in the modern world.
AR is a technology that combines Virtual Reality with the real world in the form of live video imagery that is digitally-enhanced with computer-generated graphics. AR can be experienced through headsets and more easily through mobile devices. Whilst Pokemon Go is the most commonly known consumer use of this kind of technology, there are far more sophisticated AR applications available.
AR in marketing is definitely a different approach to traditional forms of media, but with the uptake of social media and digital marketing, it is becoming more relevant in our digitally-centric society.
Here are four reasons why AR works so well with marketing:
1. Innovation and Interest
Marketers are always looking for better ways to engage and capture the attention of customers effectively and AR meets these requirements perfectly. While the technology is relatively new, it stands out amongst traditional media such as OOH collateral, commercials and social media ads. AR in marketing campaigns adds to your brand image also – a company that applies AR solutions is seen as innovative and up-to-date. AR solutions distinguish your company from competitors by creating positive emotional response and a memorable experience for consumers when conducted effectively.
AR technology is such a flexible technology with nearly endless possibilities and variations. AR ads have the ability to suit the needs of a particular campaign in many different industries such as retail, automotive, education, healthcare, etc. These can be in the form of videos or static images, 3D models or flat pictures, informative or entertaining content.
Interactivity is an essential element of AR technology, as a user can view their environment enhanced with virtual elements that they can change and interact with, ultimately increasing customer engagement. The gamification aspect of AR makes the experience more valuable and memorable encouraging long-term brand loyalty. This repeated engagement makes the cost/efficiency ratio more beneficial than that of traditional media.
4. Better Customer Experience
Nearly 65% of users find ads annoying and intrusive, mainly as they disrupt their activity which leads to a negative perception of the piece and ultimately the brand itself. AR ads can be interacted with at will and are more attractive particularly when the ad is personalised to their needs and interests. Interactive AR applications can enable users to download their own media and create custom content, creating a unique and personalised ad for each customer, all whilst promoting the brand or service.
There are three primary factors that contribute to successful engagement strategies for AR:
- Multi-sensory engagement – getting customers involved in learning about, and using products in a way that is active such as engaging with touch, sight and audio senses
- Intellectual engagement – sharing relevant and useful information with customers so that they have a meaningful experience learning about and using the company’s products and solutions
- Emotional connections – continuing to develop an emotional connection throughout the post-purchase decision making leads to loyal customer relationships
AR is a powerful tool of visualisation that conveys ideas through images in an interactive and engaging way. It is fun, it is exciting and it works. For these reasons and more, AR solutions can make marketing more relevant, improve customer experience and add new value to customer/brand relationships.
Could AR work for your business? Find out more with us today – contact us on 07 3088 3021