Is Augmented Reality the Future of Interactive Advertising?
Conversation about Augmented Reality has exploded in the past year, used in a huge number of ways; from military to medical to education; and not forgetting Pokémon Go. And now, with businesses always on the look-out for new ways to reach and engage their customers, AR is becoming the latest channel to advertise brands and products. Before delving into the many examples that AR is being used in interactive advertising, let’s explain what AR is.
http://wowso.me
http://wowso.me
What is Augmented Reality (AR)?
AR involves placing a virtual layer over the user’s existing real world view. The digital world is therefore integrated with the real world, all in realtime. By 2022, the global augmented reality market is expected to reach almost $90bn. This technology is designed to immerse the user, and so increase their engagement – making it the perfect tool for advertising.
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How is AR transforming Interactive Advertising?
Print The print medium has undoubtedly suffered in the past 30 years, but AR start-up WOWSOME believe it is not the medium itself that is no longer relevant, but its form – static. By pointing your Smartphone at print content through the WOWSOME app, these static mediums come to life in the form of video, 3D, animations and much more – all through AR. For example, hold your phone over an image of a home in a real-estate brochure like seen below, and you can view a video of the interior of the house. http://wowso.me
http://wowso.me
Billboards Billboard ads can be an effective channel to reach your audience, but living in such a fast-paced world, they can all too easily fade into background. However, AR can help solve this. As a British Airways flight flew over the board, a BA ad began depicting a child looking up and pointing to the actual plane in the sky as it flew past – merging the real with the virtual. It was a great success with the official video generating over 1.5 million views on YouTube http://wowso.me
Bus Shelters Back in March 2016, JCDecaux, the largest outdoor advertising company, was contracted to install 1000 HD digital screens across London’s bus shelters. Although considered a huge step forward in the interactive advertising industry, AR tech is taking this even further, as exampled by Pepsi. At a bus shelter on New Oxford Street in London, Pepsi installed what appeared to simply be a glass screen, but was in fact an AR display. So as Londoners sat waiting for their bus and looked through the glass, AR visuals appeared in front of the real-world street.
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Storefronts One of the more common examples of AR interactive advertising, many high-streets are trialling AR-based storefront displays. Online luxury fashion retailer Net-A-Porter were one of the first to do so, creating AR storefronts in 2011 in a number of capital cities to promote the new Karl Lagerfield collection. When viewed through a mobile device on the Net-A-Porter app and users could then enjoy catwalk videos, 360 degree product views and a built-in a checkout feature for immediate purchasing. http://wowso.me
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It gained great awareness and engagement, encouraged sales and cleverly encouraged downloading of their app. Expect to see much of this tech in the future. People would not search Google for their nearby post office or coffee shop – they would simply hold their phone or wearable up to see that information augmented onto the street in front of them. Whether this becomes reality is impossible to determine. However, as awareness and technology develops, it seems inevitable that we will see more and more AR interactive ads around us.
http://wowso.me
http://wowso.me
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