As mobile continues to disrupt how consumers engage with brands, companies are increasingly experimenting with different interactive formats and experiences. Although augmented reality (AR) is not a new concept, only recently have some of the biggest names in tech released platforms to create AR experiences for advertising, retail, art, education and more.
By 2022, the augmented and virtual reality market is expected to reach $209 billion. AR is more likely to scale faster as it can present us with different layers of digital information through our mobiles, without the need for additional hardware. Let’s look at how this tech continues to impact marketing and advertising.
Customisation and personalisation
The amount of data brands can acquire will increase as more consumers engage with AR experiences. Companies like IKEA, Adidas and Sephora are already using AR to offer their app users interactive shopping, and collecting data from these sessions allow brands to deliver even more personalised avatars and messaging in real time.
Integration with existing technology
With its smartphone compatibility, brands can use augmented reality to engage with their customers in ways they couldn’t before. AR can be easily integrated into existing apps, which is great for ecommerce. Brands already using this technology allow you try on clothes, sample a piece of art on your living room wall or test drive that car you’re thinking of buying- and then purchase the product right then and there. We’ll soon see other digital layers of information in real time, like customer reviews and personalised recommendations.
Facilitating new experiences
AR provides customers with an interactive experience, unlike traditional marketing using banner ads or social media. As AR becomes more accessible, businesses across many different industries will be able to create interactive experiences for their target market. Non profit organisations for example, can use AR to bring awareness and realism to their cause, creating empathy among donors.
As long as the AR experience provides consumers with meaningful purpose, the best campaigns can drive engagement much further than traditional marketing. AR tech company Blippar ran a campaign with Jaguar LandRover where they integrated AR into rich media ad units, boosting average dwell time eight times higher, and average click through rates three times higher than traditional rich media format.
A trend report released by Mindshare and Zappar found that AR experiences generated almost double the engagement levels compared to the same experiences without AR. It also suggested that one third of customers believe AR would help them to make shopping choices and that users increasingly expect objects to contain digital layers of information.
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