How Augmented Reality (AR) will be used in Advertising
Augmented reality (AR) is the technology of today that’s already changing the future. Well, it’s more like it’s going to disrupt the future and I mean this in the most positive way that is possible.
If you’re a new reader or an old one who isn’t familiar with what augmented reality is about, let me break it down for you.
AR is in essence a digital medium that allows you to overlay virtual content (aka the digital landscape) with the physical world using our smartphones and other devices such as AR lenses. This overlay is so well done that you could feel as if these virtual creations exist in our physical reality. This immersion is often achieved through the manipulation of our human senses.
Many of us have gotten to experience augmented reality while using social media or playing video games. These apps rely heavily on our cameras, a digital media window to the real world, to get a sense of our physical bearings. They detect our positions and orientation and then overlay virtual graphics on our reality but in a digital landscape.
If we get to have so much fun with this creative technology, how then can advertising make it useful?
Of course, these present times have been tough on businesses, markets, nations, and economies due to the pandemic. People weren’t able to walk into stores. Last year, to showcase products in their pop-up store, Chanel decided to incorporate AR glasses into the launch. Those who couldn’t physically attend the showcase at the event weren’t left out as they were able to actively participate. Home viewers of the pop-up could see the products that were being launched.
Now, it’s rather common for companies to make use of AR to showcase their products. There exist filters that can superimpose images of products onto where they’ll be needed. For instance, Gucci has filters that allow you to wear their products virtually to see how good they’ll look on you before purchasing them.
Creating High Conversion Ads
With digital ads, customer behavior is often analyzed to ensure that the right ad is placed to the right customer. However, Augmented Reality takes this a step further. Now, potential customers wouldn’t only get an ad for products or services that they could be interested in, instead, the products are placed right before their eyes as if they had it with them. AR makes for interesting ads that’ll leave customers curious and wanting more.
Creating Memorable Experiences
Still using the Chanel pop-up store as a case scenario, home viewers had to use the lens on Snapchat or download an app from their app store to view the world through the lens of Chanel. Right in their bedrooms, the viewers could see the pop-up stores and feel like they were a part of the event. This immersive experience became a memorable event allowing customers to develop an emotional connection to the product. An emotional connection to the product could help boost the sales of that product.
Implementing AR in advertising ultimately makes customer ads more interactive. It appeals to customers in ways that many companies couldn’t have imagined before but that doesn’t mean that it is without its challenges. To access these ads, targeted customers will need to have the necessary software installed on their devices, and their devices will have to fulfill certain hardware requirements such as having a powerful processor and high-quality graphics.