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How Augmented Reality Makes Advertising Interactive.
Augmented Reality (AR) has become a buzzword in the world of technology. It's hard to find someone who has never heard of Pokémon GO, a best-selling mobile game played by millions around the world. But AR is not just about games. It goes way beyond games and entertainment. AR has breathtaking prospects in many industries, from education to healthcare to construction. Now AR has come to advertising, and it will change the way the digital advertising market works. AR makes advertising interactive so that marketers and advertisers can reach consumers in a completely new way.
Many companies have already adopted this cutting-edge technology. If you're still not sure whether it's worth it, you should clearly understand the benefits of augmented reality advertising and how well you can use it in real life. Reasons to adopt augmented reality in advertising The modern world is a digital world: According to a report by We Are Social, there are nearly 3.8 billion active Internet users worldwide. There is a lot of work for advertisers and marketers. No wonder the digital advertising market is booming: global digital advertising spend is expected to reach $ 229 billion this year and over $ 335 billion by 2020. And although augmented reality ads have been used primarily by early adopters so far, they will become more popular in the near future as the number of AR users grows. Statista predicts that 200 million people worldwide will use mobile AR in 2018 (compared to 60 million in 2013). There are several main reasons why the future of advertising belongs to AR ads; Let's go over it.
Reason # 1: Emotional connection Augmented reality ads are immersive. This means that they help advertisers build an emotional relationship with customers. For example, unlike images or banners, AR ads are interactive and lifelike: consumers can see and even interact with them. For example, imagine a flashy billboard announcing a recently released movie. Now think about the magic AR can do: Passers-by point their smartphone cameras at the billboard and watch the trailer on their smartphone screens. Which of these two strategies (a billboard or an AR ad) is likely to spark more interest? No doubt, most customers will opt for an AR ad. Interacting with AR ads gives consumers the feeling of playing an engaging video game. This creates an emotional connection with customers and encourages them to make purchases. Needless to say, an emotional connection is a great tool to increase brand awareness. People are better at remembering brands they can identify with. As a result, AR ads are not only good for sales promotion, but also for a company's reputation. This strategy was used in the Arctic Home Campaign by Coca-Cola and the World Wide Fund. The campaign to protect the polar bears and their natural habitat included an augmented reality event at the Science Museum in London. Visitors could see how they interact with virtual animals in their natural environment. This event helped the Coca-Cola Company to deep emotional connections between people and the brand.
Reason # 2: Saving Money Although digital ads are very popular, traditional print ads are far from outdated. There are many print magazines with memorable images that promote a whole range of goods and services. However, placing ads in popular print magazines can be quite expensive. For example, a full-page color ad in the Wall Street Journal can cost as much as $ 221,000, and prices in other national magazines may be even higher. Augmented reality advertising is generally more affordable and far more haunting than print advertising. Of course, the price of an AR ad depends on its quality: a simple AR ad can cost around $ 5,000, while a sophisticated AR campaign with eye-catching graphics can cost $ 100,000. There are two main types of augmented reality: marker-based and location-based. AR ads can be created using both. Marker-based AR ads require a marker (i.e., a target image) that customers scan with their smartphone cameras to bring virtual content to life. Location-based AR ads do not require markers (so no print image is required) because they overlay virtual content based on a user's location (using GPS). Starting an AR ad campaign is usually much cheaper than placing a print ad in a bestselling print magazine. In addition, the same AR application can be used for many campaigns. Reason # 3: Increase sales Augmented reality ads are not the only way to promote products or services. AR offers marketers and advertisers more ways to increase their sales: virtual manufacturing. Imagine, you would come across a conventional advertising for, say, sunglasses. You see beautiful pictures of the glasses, but can you be sure that they will suit you? This is not a problem when using augmented reality technology: you can virtually try on a range of eyewear and choose the one that suits you best. Needless to say that consumers can try many other items with AR: shoes, clothing, jewelry, watches and more. This makes AR ads a powerful tool to boost sales and increase sales.
Reason # 4: Improve Hyperlocal Advertising
Digital displays use advanced machine learning algorithms to analyze user behavior and interests in order to recommend the right products and services to the right people. Augmented reality ads offer advertisers an even better opportunity: sophisticated hyper-local advertising.
Unlike traditional hyper-local advertisements, which, for example, inform customers about facilities such as cafés and outlets, AR Hyperlocal Ads are truly immersive because they can display objects directly on the screen of a smartphone. In this way, customers are not only informed about places that may be of interest to them but are also routed there.
AR ads are therefore extremely useful to business owners and can help them gain more customers.
Augmented Reality in Advertising: Use Cases
Augmented reality ads are not yet widely used as AR technology is only just getting started and only the first users have started. However, every new technology takes time to mature and become widespread.
We have selected five augmented reality advertising applications to help you understand the unique experiences AR offers.
# 1: IKEA AR advertising campaign
IKEA, the well-known furniture retailer, was one of the first users of augmented reality ads in 2013 when it released its iOS AR mobile app that showed users virtual pieces of furniture from the company's 2014 catalog.
Customers simply put a printed furniture catalog on the floor and scanned it with their smartphone or tablet cameras to see the virtual furniture. In this way, customers could see if a particular piece of furniture would fit into their real environment and which color would be best suited. With AR, the company was able to arouse customer interest and promote sales.
IKEA is currently building a new AR app based on Apple's ARKit software
# 2: Pepsi Bus Shelter AR Ad Bus stops are often used for advertising, but Augmented Reality can turn an ordinary bus shelter poster into a memorable and entertaining experience. That's what Pepsi did with its Pepsi Max AR advertising campaign. A screen and a camera were installed in typical London bus stops to put virtual objects on a real camera view. Similar technology can be used to promote something from a fizzy drink to a new movie. # 3: Toys "R" Us campaign for children Retail stores are struggling today to compete with online marketplaces. Augmented reality can help them stay afloat with their breathtaking, immersive experiences. Toys "R" Us launched a fantastic AR advertising campaign for the Easter holidays. It was called virtual easter egg hunt, and children were invited to use their pills to follow virtual easter bunnies and hunt for eggs. The eggs coupons were for real toys in the store. AR helped Toys "R" Us create a truly amazing advertising campaign that attracted many visitors. # 4: Lacoste Virtual Try-Ons In 2014, Lacoste launched an augmented reality app for its LCST brand. Users could put their feet on a special marker, scan with their smartphones and try on different Lacoste shoes. This type of AR application is extremely useful for online marketplaces because people can try on clothes before buying, which minimizes the number of returns. # 5: Net-A-Porter Storefront AR Campaign Storefronts belong to traditional advertising, but you can add some digital experience to them with the help of augmented reality. Storefronts can contain markers for AR apps. This kind of advertising is not just efficient, but affordable as well, since companies can use their own storefronts for advertising campaigns.
That's what Net-A-Porter did when he created augmented reality storefronts at its outlets in London, Paris, Munich, New York, and Sydney. Customers could install a mobile application on their portable devices, scan the storefronts, and enjoy AR experiences (360-degree views, product information, pricing, etc). # 4: Lacoste Virtual Try-Ons In 2014, Lacoste launched an augmented reality app for its LCST brand. Users could put their feet on a special marker, scan with their smartphones and try on different Lacoste shoes. This type of AR application is extremely useful for online marketplaces because people can try on clothes before buying, which minimizes the number of returns. Challenges on the way to augmented reality advertising Although AR can significantly change the advertising industry, there are some challenges in the way of this technology. Let's briefly mention the most important ones. Challenge # 1: Need for a mobile application So far, Augmented Reality mainly works through special AR mobile applications. And that's the problem: To get into the world of AR, customers need to find and install a mobile app in the Apple App Store or the Google Play Store. This takes time and most people would probably need to keep multiple AR apps on their smartphones to access different AR experiences. Therefore, many users do not want to deal with it and do not want to use AR apps at all. However, the solution to this problem is in the works. Blippar, a well-known AR provider, is working on a completely new media format, augmented reality digital placement (ARDP). ARDP does not need a separate AR application. Instead, advertisers can use ARDP to create AR ads using only smartphone or desktop cameras. ARDP allows users to tap on a rich media ad (such as a banner) and enable AR. This technology will make AR ads more accessible and more widespread.
Challenge # 2: Hardware limitations Would you rather play a computer game with realistic graphics or one with bad graphics? Unless you are a fan of old-school games, opt for the better graphics. The same applies to augmented reality. People are unlikely to enjoy an AR app with poor graphics, but smartphones and smart glasses are no match for desktops in terms of graphics performance. Portable devices require hardware that is powerful enough to produce high-quality graphics. Fortunately, the processing power of portable devices has been steadily increasing, and modern smartphones can produce quite sophisticated AR. Challenge # 3: Development Process If you realize the full potential of AR advertising, you're probably wondering how well you can create augmented reality ads. First and foremost, you can use a special AR Software Development Kit (SDK). Many companies offer these tools, so choosing the right one is not easy. You need to find out what features you need from an SDK to build your AR application. We encourage you to read a helpful comparison of the most popular AR SDKs on the market to get a general understanding of what you are dealing with. However, using an AR toolkit requires strong programming skills. Many digital ad agencies just do not have the internal developers to do it. Instead of reinventing the bike, you can work with a trusted technology partner who will provide you with a team of professional software developers. You analyze your project and define which AR SDK is best suited and how much effort your project requires. High time to jump on the AR commercial Augmented reality advertising offers marketers a huge advantage as it makes advertising interactive and efficient. As you can see, many companies have already adopted this world-class technology and more are expected to follow.
According to Statista, global AR advertising spending this year will reach nearly $ 13 billion, much more than spending less than $ 1 billion in 2014. It's the right time to opt for AR ads. if you want to outperform your competitors and start profitable advertising campaigns.
I am Ramjee Yadav, I am a Content Writer of a Company Called Applaunch. For Any Query Related to App Development just visit our website- https://applaunch.io
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