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Augmented Reality: Product Promotion, Marketing, and Advertisement
Augmented reality is the trend of recent years, and more and more companies are using it to promote their products. Everyone already knows what AR is and that it's worthwhile to implement, but often vaguely understand HOW exactly. In this article, we will talk about use of AR in product promotion, marketing, and advertising campaigns.
According to eMarketer analysts, by the end of 2019, the number of AR users will reach 58.8 million, and in the next couple of years, their number will increase by 32%. As for VR, these figures are 49.7 million and 70%, respectively. Although the AR market doesn't have such a vast past experience as VR, augmented reality technologies are more popular, as can be seen from a comparison of numbers: 49.7 million VR users in 2019 against 58.8 million AR users.
As for marketing AR campaigns, they can be divided into two trends: active advertising (moving objects, games, action, etc.) and passive advertising (banners and street advertising). At the moment, the first direction is more common, that is, the active component, but with the advent of available AR devices, an analog of GoogleGlass — Microsoft HoloLens, the market situation will change.
If we talk in more detail about passive AR advertising, these are the same advertising signs linked to coordinates, shops, bars, restaurants, real estate, etc. A clear example of this placement is the house addresses in Google street view and Yandex panoramas. In a more advanced version to the names of the establishments can be attached special offers, drop-down menus, bar menus, a list of apartments for sale and surrendering premises in the building.
When a user launches a map application, a person types in a search query, for example, "Where can I eat?" and in AR mode the places nearby, their signs, reviews, menus are shown. If a user enters a query "Where can I buy clothes?", he/she immediately sees shops with the necessary goods and convenient routes to them, as well as special offers, discounts, and goods based on his/her interests. This is an individual display cabinet, which is assembled for a specific user.
If we talk in more detail about passive AR advertising, these are the same advertising signs linked to coordinates, shops, bars, restaurants, real estate, etc. A clear example of this placement is the house addresses in Google street view and Yandex panoramas. In a more advanced version to the names of the establishments can be attached special offers, drop-down menus, bar menus, a list of apartments for sale and surrendering premises in the building.
When a user launches a map application, a person types in a search query, for example, "Where can I eat?" and in AR mode the places nearby, their signs, reviews, menus are shown. If a user enters a query "Where can I buy clothes?", he/she immediately sees shops with the necessary goods and convenient routes to them, as well as special offers, discounts, and goods based on his/her interests. This is an individual display cabinet, which is assembled for a specific user.
Through the use of such a showcase, a number of purchases can dramatically increase the at points of sale.
Users will be able to quickly navigate when buying an apartment: after all, you can easily see all the available offers in the building you like and in the neighborhood by turning on the AR mode and at the same time seeing the area live. The platforms for such placement are large mapping services, such as Yandex.Maps and Google maps, that have already begun to actively increase the accuracy of object positioning (for instance, Yandex.Maps have started to show buildings entrances). This type of placement can be integrated with AR navigation: when you approaching an object and you need to understand where it is specifically located, it's more convenient to do this using AR technology. Especially it will be in demand in the market with the advent of full-fledged AR glasses and navigation with the capabilities of augmented reality when a person is constantly online and you can show the objects based on his/her interests.
Further development will provide an advertisement on the basis of additional information about the product: by pointing a camera at a thing you like somewhere on the street, in a cafe or at your friend's apartment, you will be able to see all the information about it, specifications, what it's made of, and most importantly, where and for how much it can be purchased.
Users will be able to quickly navigate when buying an apartment: after all, you can easily see all the available offers in the building you like and in the neighborhood by turning on the AR mode and at the same time seeing the area live. The platforms for such placement are large mapping services, such as Yandex.Maps and Google maps, that have already begun to actively increase the accuracy of object positioning (for instance, Yandex.Maps have started to show buildings entrances). This type of placement can be integrated with AR navigation: when you approaching an object and you need to understand where it is specifically located, it's more convenient to do this using AR technology. Especially it will be in demand in the market with the advent of full-fledged AR glasses and navigation with the capabilities of augmented reality when a person is constantly online and you can show the objects based on his/her interests.
Further development will provide an advertisement on the basis of additional information about the product: by pointing a camera at a thing you like somewhere on the street, in a cafe or at your friend's apartment, you will be able to see all the information about it, specifications, what it's made of, and most importantly, where and for how much it can be purchased.
This will greatly change the concept of retail stores and online trading.
The active AR advertising format is being energetically implemented now, for example, furniture stores offer a 3D room modeling service when you can see how a product you have chosen would look in your kitchen or bedroom. These are active objects: as characters, there can be people inviting to different places, game mechanics, battles where users fight on one or the other side, races, flying objects, etc. Such advertising can be used in promoting films, computer games, cars and other categories of goods. Nowadays it can be integrated with the help of promotional game applications and AR will make it possible to see how an object looks under different conditions.
Due to the visual contact, the consumer will be able to see the goods being sold in own living room, hallway, area in front of the house, the house itself on a land area, thanks to which the customer's attachment to the product will be much stronger and the probability of buying will increase.
Also for advertisers, this is an opportunity to implement contests with characters from films or cartoons, for example, search for a monster in the city: you go out, take out your phone and see how the movie hero participates in the battle in the street, you can help him or you can hold him back, for this action you are awarded points, and when you reach a certain number of points you get a prize. This is a prime example that can be implemented with AR technology.
The active AR advertising format is being energetically implemented now, for example, furniture stores offer a 3D room modeling service when you can see how a product you have chosen would look in your kitchen or bedroom. These are active objects: as characters, there can be people inviting to different places, game mechanics, battles where users fight on one or the other side, races, flying objects, etc. Such advertising can be used in promoting films, computer games, cars and other categories of goods. Nowadays it can be integrated with the help of promotional game applications and AR will make it possible to see how an object looks under different conditions.
Due to the visual contact, the consumer will be able to see the goods being sold in own living room, hallway, area in front of the house, the house itself on a land area, thanks to which the customer's attachment to the product will be much stronger and the probability of buying will increase.
Also for advertisers, this is an opportunity to implement contests with characters from films or cartoons, for example, search for a monster in the city: you go out, take out your phone and see how the movie hero participates in the battle in the street, you can help him or you can hold him back, for this action you are awarded points, and when you reach a certain number of points you get a prize. This is a prime example that can be implemented with AR technology.
Here are also some ideas of AR application for promoting purposes in different spheres.
Industrial production. Creating an animated gift calendar for potential partners. An application for the implementation of augmented reality is downloaded on the smartphone, and if you look at each page of the calendar, the photo turns into a video that tells about a particular advantage or a solved case of your company. You will convey the basic meanings through an unusual approach, which is memorable and passed on by word of mouth. If there is a danger while working with expensive equipment, you can make a 3D model for training employees.
Retail store. Printing animated flyers. Also, through a smartphone, to the surface of the flyer, a video is attached. You get the connection of online and offline. Your video is immediately viewed on the street. You complement the reality through your marketing campaign and most effectively transfer your business from offline to online. This will increase brand awareness and reach of the audience — the viral effect will spread your project and idea.
Educational business. Learning through a virtual game, when the object being studied can be seen from all sides and angles. You can see the stars in 3D space right in the classroom. The effectiveness of teaching children is enhanced through playing methods and close interaction with an object of study. The child is being highly involved in the learning process.
Sophisticated technology or exclusive equipment. Creating an AR application where a person can complete a quest, and work independently with this equipment. A customer goes through all the stages, sees the complexity of technology and processes. Along the way learning about the peculiariti es of these technologies, which makes the company look even more attractive in his/her eyes.
Medicine. By means of AR technology, you can effectively train students and do complex surgeries without the risk of error. Customers can vividly see what is hidden from our eye and you can show clearly how your technology improves health.
Industrial production. Creating an animated gift calendar for potential partners. An application for the implementation of augmented reality is downloaded on the smartphone, and if you look at each page of the calendar, the photo turns into a video that tells about a particular advantage or a solved case of your company. You will convey the basic meanings through an unusual approach, which is memorable and passed on by word of mouth. If there is a danger while working with expensive equipment, you can make a 3D model for training employees.
Retail store. Printing animated flyers. Also, through a smartphone, to the surface of the flyer, a video is attached. You get the connection of online and offline. Your video is immediately viewed on the street. You complement the reality through your marketing campaign and most effectively transfer your business from offline to online. This will increase brand awareness and reach of the audience — the viral effect will spread your project and idea.
Educational business. Learning through a virtual game, when the object being studied can be seen from all sides and angles. You can see the stars in 3D space right in the classroom. The effectiveness of teaching children is enhanced through playing methods and close interaction with an object of study. The child is being highly involved in the learning process.
Sophisticated technology or exclusive equipment. Creating an AR application where a person can complete a quest, and work independently with this equipment. A customer goes through all the stages, sees the complexity of technology and processes. Along the way learning about the peculiariti es of these technologies, which makes the company look even more attractive in his/her eyes.
Medicine. By means of AR technology, you can effectively train students and do complex surgeries without the risk of error. Customers can vividly see what is hidden from our eye and you can show clearly how your technology improves health.
Foodstuffs. With the help of AR technology, brands will be able to tell about the composition of products and their nutritional value by placing data on the content of fats, proteins, carbohydrates, calories and other useful information on the package. In addition, you can show cookbook buyers how a particular dish should look.
Construction company. Show your standard designs of houses immediately in volume. You provide a client with a printout of a floor plan, and your client at home through the mobile application can see it in volume and from all angles. You can visualize an apartment, a house, a layout, and immediately interest a customer. Planning home interiors right at home is also available — you can place interior elements from the online catalog in the apartment and see how the shower cubicle, sink, or built-in closet will look.
The advantages of augmented reality are multiple: visibility, involvement, presence effect, security, non-linearity, focusing, gamification, economy, remotability and better digestion. No wonder, there is a dynamic growth in the introduction of marketing AR and VR campaigns. Further continuous development of these technologies is expected in the future too.
From this standpoint, the advertising industry is required to integrate deeper in this sphere: new players are constantly emerging in the market, same as new types of advertising and new ways of interacting with the user are being created. So, if you decided to implement these technologies for your marketing and promotion, our team will gladly help you with realization .
Construction company. Show your standard designs of houses immediately in volume. You provide a client with a printout of a floor plan, and your client at home through the mobile application can see it in volume and from all angles. You can visualize an apartment, a house, a layout, and immediately interest a customer. Planning home interiors right at home is also available — you can place interior elements from the online catalog in the apartment and see how the shower cubicle, sink, or built-in closet will look.
The advantages of augmented reality are multiple: visibility, involvement, presence effect, security, non-linearity, focusing, gamification, economy, remotability and better digestion. No wonder, there is a dynamic growth in the introduction of marketing AR and VR campaigns. Further continuous development of these technologies is expected in the future too.
From this standpoint, the advertising industry is required to integrate deeper in this sphere: new players are constantly emerging in the market, same as new types of advertising and new ways of interacting with the user are being created. So, if you decided to implement these technologies for your marketing and promotion, our team will gladly help you with realization .
If you are ready to turn you concept into a marketable AR product, we invite you to partner with us. We bring innovative solutions to companies around the world, and we specialize in AR technology. Our world-class developers are experts in AR platforms, mobile app development, and in creating feature-rich solutions that are also scalable and robust.
Why not contact us today for a no-cost consultation?
Why not contact us today for a no-cost consultation?
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