Can you recall the last advertisement you saw? Do you remember what company it was for or what product or service it was selling? Did the ad stick with you or make you feel anything? If you’re anything like me, you are probably scraping your memory trying to figure out what was the last advertisement you crossed. In today’s world, advertisements are thrown at us from every which direction, whether that be from our numerous social media channels, apps, billboards, magazines, newspapers, etc. Consequently, consumers are increasingly becoming numb to the influence of ads. Scrolling through my news feeds, I barely register the advertisements anymore because they all look the same. They all present a nice visual with some slogan promising to improve my life. So how can advertisers in 2019 stand-out and really capture attention and build brand awareness? Augmented Reality (AR) ads may have the answer.
Is Print Dead?
In a time of visual overdose, consumers are looking for different. They are seeking new experiences and interactions that stand out from the status quo and make them feel something. To satisfy this craving, brands have begun using AR in their marketing campaigns. You may remember Pepsi’s Bus Shelter or more recently Coke’s AR stories. However, as Facebook, Snapchat and Instagram adapt to allow AR capabilities on their platforms, AR ads don’t have to be on as large of a scale as Pepsi and Coke have shown. A brand can simply create AR filters allowing users to try on their products to achieve the same immersive and interactive benefits.
The great thing about AR ads is that they are immersive. They fully engage consumers by exposing them to virtual components that they can interact with. By allowing the consumer to play an active role throughout the ad experience, consumers are getting stronger emotional connections and thereby a lasting memory of the ad and the brand. This has led to AR ads to boost conversion rates of 20-80%!
Best Practices
So how can brands create great AR ads that boost brand awareness? Here are a few guidelines that can help ensure success:
Think about the consumer benefit.
Although major social media platforms are beginning to allow for AR ad capabilities, currently consumers often have to download additional apps to experience AR campaigns from brands. This requires the consumer to engage in an activity that they wouldn’t normally do. Therefore, to facilitate this action brands must provide a compelling incentive for the user. This can be through a practical approach such as allowing users to try on products or by allowing users to experience an “Instagramable” moment.
Update, Update, Update!
Consumer’s attention spans are short. Even if you get them to download your app, their interest will only last for so long. Therefore, by continually modifying your AR offerings, you can ensure consumers are frequently getting new and exciting content that keeps them interested and engaged.
Don’t forget about the data.
Not only does AR bring a new way of advertising to brands, it also provides a new stream of data collection. AR ads reveal great insights into what kind of visuals and experiences your audience likes. This knowledge can be applied across your marketing strategy and allow you to understand your consumers on a deeper level.
Interested in how your company could implement AR ads or want to discuss your overall digital strategy? Reach out to info@sidepart.com for a FREE consultation!
References
_AllisonWood. (2019, January 30). Opportunities for Advertising With Augmented Reality Are More Popular Than Ever. Retrieved from https://www.adweek.com/programmatic/opportunities-for-advertising-with-augmented-reality-are-more-popular-than-ever
How Augmented Reality Makes Advertising Interactive. (n.d.). Retrieved from https://rubygarage.org/blog/augmented-reality-in-advertising
Rogers, S. (2019, June 28). AR Advertising: A Gimmick Or A New Advertising Frontier? Retrieved from https://www.forbes.com/sites/solrogers/2019/06/28/ar-advertising-a-gimmick-or-a-new-advertising-frontier/#4b9fd20a184d
The Camera is the New Search Box: Ads in AR. (n.d.). Retrieved from https://artillry.co/artillry-intelligence/the-camera-is-the-new-search-box-ads-in-ar/
