In
2014, Google posted a fictional job
advert for a ‘Pokemon master’ accompanied by a Google Maps game asking players to explore the map and catch
Pokemon. The associated game that was later developed became a worldwide hit and
the rest, as they say, is history.
By
Carla Stanton, graphic designer Stone Junction.
Augmented Reality (AR) is an interactive
experience of the real-world environment where elements are augmented or
affected by computer generated data. Examples include simple information or
directions for city landmarks through to vein finders that project the image of
veins onto the skin for surgeons.
Since the launch of Pokemon Go there has been a huge increase in the use of AR by big
brands like Snapchat and Facebook. Even Top Gear and Time
magazines have both experimented with the use of AR in their issues.
Top
Gear created the world’s
first fully augmented magazine, using motion graphics to create an engaging
cover, which brought editorial content to life. TIME’s first AR issue featured enhanced user experiences such as
behind-the-scenes videos, infographics and animations and the cover featured an
animation narrated by guest editor, Bill Gates.
Research by GrowthEnabler
showed that the market for AR in 2022 is expected to reach US$117 billion and further
stated that “Commercial advertising will
have the best use-case adoption from an enterprise point-of-view alongside the
Gaming sector”.
As a result of advances in technology, AR
can now be brought into the full marketing mix. It brings together print and
video, blurring the line between off-line and online advertising. Cutting edge
ideas can be brought to life, changing the way advertising works and establishing
a deep emotional connection between brand and user.
It is not uncommon for users to want to
install ad blockers or get frustrated with the number of ads on apps and
websites. However, with new AR technology in the advertising sector, it has
been said that it could help boost sales because of the added value from being
able to visualise products and ‘try on’ or explore the content or product in
more depth.
By adding a new level of immersive interaction
into advertising it can also help to create a new stream of revenue. If
businesses stay at the forefront of new technologies that are exciting and
pushing the boundaries in a creative outlet, improved user experience and
increased dwell time will make customers want to hear more about your service
or product in a more natural way. Innovative multi-dimensional campaigns
containing a brand story and next level video content, animations or
photography can really enhance the user experience.
AR advertising packages also offer a new
level of campaign data. The metrics available can give you greater insight into
your audience and brand engagement, the success of your campaign as well as
data on time, location, and view time.
Although the use of AR in advertising is
currently experiencing a slow burn, as according to a 2017 Cross-Channel
Marketing Report only 7 per cent of marketeers are currently using AR, it
is expected to take off, just like Pokemon
Go.
If you would like to explore the world of AR advertising, or want to
know more, you can call us on 01785 225 416 or e-mail carlas@stonejunction.co.uk.
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