As the year 2017 drew towards the end, many of the industry stalwarts were foreseeing new branding trends. And one such trend which seems to thin the line between reality and virtuality is Augmented Reality. In the world of technology, Augmented reality (AR) has already become a buzzword. It provides new sources of rich data for better ad targeting. AR provides the ability to target based on like what consumers have looked at, how much time did they spent looking at it, whether they looked at other competitors’ products or so.
Advertisers, marketers, and promoters are constantly seeking new ways to get their messages known and absorbed. Therefore, they seek to generate advertising that engages the audience, asking people to stop, spend time, and become involved with the advertising message. Digital technologies, Internet applications, and new media offer many opportunities for this purpose. Augmented Reality being one of them, offers advertising effectiveness, obtain consumers’ attention. It is an innovative technology offering various potential to implement experience marketing and to enhance brand communication. It allows an enrichment of printed and digital information with interactive content. Therefore, it is perceived that AR could affect advertising effectiveness.
Augmented Reality gained its due fame with Pokemon GO. The best-selling AR mobile game was admired, downloaded and played by millions across the world. However, it sails way beyond gaming and entertainment. It has proved its prowess in many sectors and has now come to advertising, and it’s going to change the way the advertising market functions. Augmented Reality makes advertising incredibly interactive. It equips the marketers and advertisers with the ability to reach out to consumers in totally newer ways.
Here are a few pros that Augmented Reality offers:
Advertisements created with the help of augmented reality, help to initiate an emotional connection with users. These advertisements are quite interactive and realistic. They infuse a feeling amongst the consumers that they’re playing an engaging video game. This helps a brand to build an emotional connect, raise its awareness and encourages customers to make purchases.
Augmented reality advertising is affordable and more immersive than traditional means of advertising. There are a couple of print magazines with appealing images advertising a whole spectrum of products. However, placing ads in popular print magazines can be rather expensive as compared to launching an augmented reality campaign. Moreover, the same AR application can be used for many campaigns.
Augmented reality gives the best of both worlds—serving the real-world advantages of touch, sight, and sound with additional interactive digital enhancements. The more the campaign is able to engage the customers, the more the campaign will be able to sell products. Also, AR is gaining more momentum by showcasing results while traditional marketing and advertising methods are failing to improve the sales performance. Obviously, there will be a fine line to walk between making ads better and making them run-of-the-mill specimen, but as AR goes mainstream, it will become a great tool in advertisers’ tool belts.