How is Augmented Reality used in advertising?
Ads are everywhere. Between videos, you’re watching on YouTube, billboards, social media, websites (even using ad blockers), magazines, etc. In order for your business to stand-out amongst all these visual stimulations, you need to find the right path: learn about your target audience so you can then create the correct message and transform it into something that grabs their attention. So, what’s the challenge? Creating attention-grabbing content.
Even with all of that, there’s still an aggravating factor that makes the journey even more tumultuous: almost everyone knows the old advertising trick of “buy now before it’s too late”, “this offer won’t last”, and the list goes on.
Today, before making any purchase, most of us do research, look at our surroundings and analyze the best possible options. As marketing professionals, your job is to find the right way to grab the consumer’s attention. That’s where Augmented Reality in Advertising comes in!
Augmented Reality (AR) creates an emotional connection between the brand/product and the audience through interaction. This is a strategy that you cannot ignore, that’s why I decided to write this article explaining how Augmented Reality can be used in advertisements and how to create an AR advertising campaign.
What does Augmented Reality do for advertising?
In this article about the uses of Augmented Reality, I explained that when we talk about AR, we are referring to the technology that inserts virtual objects into our current surroundings. Thanks to its interactivity and its immersive effects, one of its functionalities is to emotionally involve users.
Because of that, Augmented Reality is able to be more efficient when it comes to user engagement than any other advertising method.
Any tablet or smartphone can be used as an AR tool as long as the users download an Augmented Reality app. Currently, mobile platforms are the most popular way of advertising using Augmented Reality. Here are some great examples.
Example 1: Sky Scary Shelter
You can use video marketing techniques making it so your audience views a product in an immersive manner. But maybe, the best cases of Augmented Reality advertisement are happening outdoors. One of the greatest examples of using AR as an advertising tool was the promotional campaign for the 5th season of the series “The Walking Dead”.
Videos were played on Augmented Reality screens in a bus shelter, but unlike traditional videos, the surrounding environment and people were part of the initiative.
You can see that in the video above, you can see that the Augmented Reality advertising doesn’t necessarily make the public directly interact with the content. However, it still creates a major emotional response from the audience.
Example 2: Burger King Burn that Ad
Another great example of Augmented Reality in advertising is the Burger King case. In their Burn that Ad campaign in Brazil, the fast food chain encouraged users to use their Augmented Reality app to virtually “burn” their main competitor’s ad.
After that, users would get an electronic coupon for a free burger at any of their store locations.
Example 3: Augmented Reality on mobile devices
Today, mobile devices allow for infinite uses of Augmented Reality. By using GPS data, you can create an extremely efficient AR advertising campaign based on geo-location. At a shopping mall, for example, you can guide your consumers to a specific store and offer them special discounts.
Another use is virtual experimentation, which is when the app user can see how a certain piece of furniture will look in their living room or how a certain color will look on a bedroom wall.
How are Augmented Reality advertising campaigns created?
There are a few ways of creating an advertising campaign using Augmented Reality. The first step is to define what your target audience is interested in so you can then define your strategy. As for the app, the content varies, because apps can have different types of information such as text, graphics, interactive videos, and even games.
The cost and amount of time it takes to develop an Augmented Reality experience varies depending on the content and functionalities of the app. The more graphics and animations you need, the more complex the development process will be.
For AR experiences in large screens, even though they don’t offer as much interaction as interactive videos and games, the AR experience can be very detailed and realistic by creating high-quality graphics and animations.
We can also have Augmented Reality advertisements on printed media. They are widely used, and in this case, 3D animations or simple interactive videos are added so they can be used through an AR app.
Some of the stages in the development process include:
- Design (create a user interface and user experience)
Augmented Reality in advertising has shown to be much more efficient. L’Oreal, for example, had a conversion rate of 80% amongst the users of its beauty app virtual try-on. On top of being more efficient, the technology is also becoming more accessible, allowing small and medium companies to also use it.
Want to try an Augmented Reality experience for yourself? It’s very simple. Just grab your smartphone or tablet and follow the instructions in the image below!