The future of advertising

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In 2014, Google posted a fictional job advert for a ‘Pokemon master’ accompanied by a Google Maps game asking players to explore the map and catch Pokemon. The associated game that was later developed became a worldwide hit and the rest, as they say, is history.

By Carla Stanton, graphic designer Stone Junction.


Augmented Reality (AR) is an interactive experience of the real-world environment where elements are augmented or affected by computer generated data. Examples include simple information or directions for city landmarks through to vein finders that project the image of veins onto the skin for surgeons. 

Since the launch of Pokemon Go there has been a huge increase in the use of AR by big brands like Snapchat and Facebook. Even Top Gear and Timemagazines have both experimented with the use of AR in their issues.

Top Gear created the world’s first fully augmented magazine, using motion graphics to create an engaging cover, which brought editorial content to life. TIME’s first AR issue featured enhanced user experiences such as behind-the-scenes videos, infographics and animations and the cover featured an animation narrated by guest editor, Bill Gates.

Research by GrowthEnablershowed that the market for AR in 2022 is expected to reach US$117 billion and further stated that “Commercial advertising will have the best use-case adoption from an enterprise point-of-view alongside the Gaming sector”.

As a result of advances in technology, AR can now be brought into the full marketing mix. It brings together print and video, blurring the line between off-line and online advertising. Cutting edge ideas can be brought to life, changing the way advertising works and establishing a deep emotional connection between brand and user.

It is not uncommon for users to want to install ad blockers or get frustrated with the number of ads on apps and websites. However, with new AR technology in the advertising sector, it has been said that it could help boost sales because of the added value from being able to visualise products and ‘try on’ or explore the content or product in more depth.

By adding a new level of immersive interaction into advertising it can also help to create a new stream of revenue. If businesses stay at the forefront of new technologies that are exciting and pushing the boundaries in a creative outlet, improved user experience and increased dwell time will make customers want to hear more about your service or product in a more natural way. Innovative multi-dimensional campaigns containing a brand story and next level video content, animations or photography can really enhance the user experience.

AR advertising packages also offer a new level of campaign data. The metrics available can give you greater insight into your audience and brand engagement, the success of your campaign as well as data on time, location, and view time.

Although the use of AR in advertising is currently experiencing a slow burn, as according to a 2017 Cross-Channel Marketing Report only 7 per cent of marketeers are currently using AR, it is expected to take off, just like Pokemon Go.

If you would like to explore the world of AR advertising, or want to know more, you can call us on 01785 225 416 or e-mail carlas@stonejunction.co.uk.

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