With so many competing touchpoints in a consumer’s path to purchase, how can marketers capture the attention of the target audience – and keep them coming back? An ever-increasing competitive market demands innovative ways to capture market share. Innovative technology such as Augmented Reality (AR) is fast becoming a game-changing technology that offers new possibilities for advertising and marketing campaigns. In this blog, we’ll explore how AR can be effectively utilized in advertising to achieve remarkable marketing outcomes.
AR Defined
What is AR exactly? According to Market Business News, “Augmented reality or (AR) – Augmented reality (AR) is technology that presents us with virtual objects and information in our field of vision.” Medium further clarifies: “AR overlays digital information onto our physical environment, creating an immersive experience that blends the real and virtual worlds.”
AR, however, is not to be confused with VR or virtual reality. Market Business News adds: “VR technology creates a virtual environment. The user wears a helmet or goggles and interacts in the pretend environment, simulation, or virtual reality. In some cases, the user may wear special gloves with sensors, or even a suit.”
The Future – and Benefits – of AR
Yet what does AR bring to the marketing table? By seamlessly integrating virtual elements into the real world, AR enhances user engagement. For instance, shoppers can scan elements at a supermarket to access an AR app and view sale prices, discount coupons, and recommended products.
Or by overlaying computer-generated images onto real-world views, shoppers can visualize how products would look within their environment. And if looking at a street, by pointing to that street with a smartphone, shoppers can get additional information such as names of cafes, gyms and dentists.
The team of Visioneers at Augustine Agency undertook an exciting challenge from the Discover Torrance Visitors Bureau: to highlight the diverse range of tourism offerings within their city. Their mission was to captivate the audience and enhance awareness. The vision became an Augmented Reality (AR) experience, complete with a dynamic filter enabling users to transport themselves to Torrance locales such as the beach, a flight museum, a vibrant shopping hub and more. Users could embellish their photos with an array of stylish sunglasses, hats, and accessories, resulting in an engaging and delightful experience that beckoned to be shared across social platforms.
The vibes on this program were sunny and the engagement was high. With an Average Time Open of 4 minutes and 33 seconds, the AR filter surpassed goals, expectations and benchmarks for social post engagement.
Simply put, AR should be considered for use in social, websites, digital and even in-store. According to a study conducted by Interactions Consumer Experience Marketing, a whopping 61% of consumers say they prefer retailers with AR experiences, and 71% say they would shop more if they used AR.
Augmented Reality represents a paradigm shift in the advertising and marketing landscape. Its ability to seamlessly merge virtual and real-world elements offers unparalleled opportunities for brands to engage and captivate their target audience. If you want to help your brand tap into – and profit from – this exciting innovation, reach out to the team of Visioneers at Augustine Agency to find out more.