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40 Augmented ads
Augmented ads
Brands are leveling up digital advertising with augmented reality.
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Augmented reality (AR) is hitting the mainstream, and consumers are showing a growing appetite for AR brand engagement. Currently, there are 1.5 billion frequent users of AR, and this is forecast to hit 4.3 billion by 2025, according to August 2021 research from Statista. And, notably, 70% of consumers say they want to see more AR ads, according to a July 2021 survey from Ericsson.
Brands are embracing AR to engage digital consumer bases. In November 2021, Volkswagen launched AR ads embedded on Amazon boxes. By scanning a QR code printed on the Amazon box, users can learn about Volkswagen’s new 2022 Taos SUV through an AR driving experience.
In September 2021, Snap and ad giant WPP launched an AR partnership, AR Labs, to deliver augmented marketing solutions for brands. AR Labs will also develop a custom scorecard for WPP clients, which will be used to generate more effective campaigns. In October 2021, Snap also launched a new creative studio, Arcadia, to create AR ads and help brands develop AR advertising and experiences—on Snapchat as well as other digital platforms. The studio has already partnered with companies like Shake Shack, P&G Beauty and Verizon.
Malls will soon have floating augmented ads. In July 2021, Brookfield Properties partnered with The Aria Network to open up air space in malls to augmented advertisements. The new deal will give Aria exclusive rights to the virtual air space of Brookfield Properties, which encompasses over 150 million square feet in 100 different locations. Aria will use the square feet from the deal to create the ability for brands to advertise through augmented reality, which consumers can access through their phones
“AR has a major role to play in the future of marketing and commerce,” says Sanja Partalo, executive vice president of strategic development and partnerships at WPP.
Why it’s interesting The advent of AR ads is teeing up the next era of digital marketing and advertising—for ads that consumers want to engage with.
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