60% CAGR. 11 Billion. Is AR the Future of Interactive Advertising?
Technology advances at such a rapid pace a lot of times we don’t even notice the changes anymore. They just happen. With the advancement of AI, artificial intelligence and an ever-increasing urge to be part of the online community it’s not surprising that consumers not only want engagement, but demand it. The era of dry and cold-delivered ads where it’s a clear “take it & go” situation is over, and the more interactive, engaging and immersive content you manage to deliver, the more likely it is that you see a positive reaction to it.
But, how can I leverage all this?
1. Companies Already Use Augmented Reality
If you have ever used any camera filters on Snapchat, Instagram or Messenger then you have already experienced AR yourself. Large scale companies are also relying on the technology for certain ad campaigns. IKEA’s Place app let’s you place their products in your room using nothing but your smartphone and a bit of creativity, prior to making a purchase. With L’Oreal’s Makeup Genius or StyleMyHair you can try on their lipsticks, hair dying solutions and other beauty products as well before deciding which one to actually pick. Talk about face beauty, huh? Also, if you are a parent, Disney makes your kid’s drawings come to life with their impressive AR-integrated colouring books.
“A use of technology to overlay digital information on an image of something being viewed through a [projectory] device, such as a smartphone camera.”Augmented Reality. Merriam-Webster. 2020
#follow #the #steps #of #leaders
2. Why Does It Work?
As your average user you don’t necessarily think about why and how does this definition have an actual effect on your purchase decision. Well, there is one key point to cover here…
Visualization. Visualization. Visualization.
We like to visualize stuff, right? Think about it, many times before you make a purchase on something you want to experience a bit of it beforehand, so that you ensure yourself that it is worth buying that product. If you see a cool T-shirt online, you think twice if not three times before buying it, whereas, if you are in an actual physical store you just try it on and decide. AR aims to guide you get beyond this wall between the purchase and those doubting thoughts in your head via immersive product trials.
AR is being adapted to and accepted on the mobile platform. THAT’S GOOD.
No matter how well an ad campaign works for a company, it may not work for another. When it comes to campaigns which are driven by emerging forms of technology social acceptance always becomes a question to discuss. Generally speaking, the small minority of people with an innovative mind are the only ones who accept the new and potentially uncertain the moment it is made available to them. You are not looking for them. As an advertiser you want to ensure that the great majority has learned to use the technology you want to rely on as a sales channel, and that they also adopted the idea of buying stuff there.
The early majority includes those people who are not willingly adopt something new immediately, but rather wait for the small minority to try to do so beforehand. If they see a potential, they adapt too. The late majority are those more hesitant and picky people who are no longer neutral, but rather sceptical about the uncertain that comes with something new, and they also just don’t feel the urge to switch from their traditional way of handling things to an alternative, potentially better one that a new form of technology provides. After them comes the laggards, a certain percentage of people who’ll probably never become part of your active audience, as they only accept a new technology so late once an even newer one has already emerged. In that sense, you want the great majority of people to willingly use the technology, and be willing to make a purchase there. After that comes demographic question, such as how younger people are more open-minded regarding making a purchase online. With its ease of learning and the immense amount of fun AR brings good news to the table to serve as sales channel. For certain products…
#augmented #reality #yields #profit
3. Digital and Physical Stuff?
If you look at any of the examples provided above companies that use AR as an active channel use it to boost sales made to physical products only. This works due to the idea of visualization, where you would be more willing to pay for a product if you have the opportunity to already experience how it would feel to own it.
AR shows great potential for digital and physical products, the latter being generally accepted better.
AR is good for boosting emotional engagement with your potential customer. It helps making the entire experience of buying fun and chill, and helps eliminate dryness and coldness with your ad campaign. When it comes to showcasing physical products, it also helps with highlighting the top features they have, making it easier for the customer to understand the benefits it would bring to them, and how it would solve a problem in their lives. However, with digital products things get complicated.
AR acts as a primary channel for physical products. It acts as a supportive one for digitals.
With digital products, you cannot showcase the features of your product, as that would basically allow your customer to use it for free. However, you can creatively showcase the experience of using that digital product. Pokemon Go is probably the mother of modern AR, and it served as the greatest boost to the acceptance of the technology. What it did was simply projecting a portion of the digital experience the app brings into the physical world. Similarly, you can project these experiences of your products too. Say, you cannot project an e-book in AR, as that would be boring and there would be no interesting content behind it. However, you can project some characters, a landscape, a pet, a machine, whatever iconic is written inside that specific e-book. That boosts emotional engagement and immersion with the product and let’s the customer experience a portion of it prior to making their purchase.
#digitalize #your #way #to #top
4. Final words
AR definitely shows a great potential for advertising both physical and digital products, although the former is much more handy. With a little psychological trick and a bit of creativity you can easily boost sales for your existing products. $11 Billion and high growth, all on the mobile market?! See if AR fits your products well, and if it does, consider including it in your upcoming ad campaign.
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