Marketing Insights: Augmented Reality Advertising
March 16, 2020
Augmented Reality advertising has been around for a while now. It has been contained to app-based experiences, where brands have already invested in a mobile application so they could implement AR experiences within the app pretty easily. However the drawback to this was that for consumers to view the AR experience, they had to download the app first. For new customers or just interested 'joe bloggs' off the street, this requirement to download was a step too far. It introduces a hurdle, and if there's one thing that kills good advertising - it's hurdles.
Through the recent development of web-based Augmented Reality, WebAR Augmented Reality has given marketers the opportunity to use Augmented Reality within their marketing plans WITHOUT the requirement for consumers to download an app. No hurdles, no clunky user-experience, just clean and simple AR advertising with proven positive ROI's.
Example of AR Restricted to App-only
In 2019, Burger King launched an Augmented Reality advertising experience, viewable through the BK app. Consumers could open the app, point their phone at a Miccy D's advert and set the ad ablaze! As it is with most Burger King advertising, it was bold and shocking. This AR experience drove serious brand awareness, but the question should be asked that if this was an app-less WebAR experience, how many more hundred of thousands of customers would have viewed the AR experience and ultimately have been driven in-store to redeem their free burger. Kudos to the BK marketing team, but there's certainly room for improvement.
Augmented Reality Advertising with WebAR
Drillware used this WebAR experience, built by the Web AR marketing campaign experts Aircards to drive awareness of their new innovative plug product, the Piercepoint TTB Plug. This Augmented Reality advertising campaign used 3D animation that came to life from their Outdoor Advertising posters, activated from your standard iOS or Android device camera.
AR Advertising Strategies
Augmented Reality advertising should be deployed in a way that is seamless from the user-experience point of view. Consumers should be given clear instructions on how to activate the AR experience and shown clear Call-to-Actions within the experience to drive that all important ROI.
We've seen brands use Augmented Reality advertising campaigns to drive lead generation, e-commerce sales, brand awareness and existing customer retention. So it depends on what your goals are for your campaign. Identify your campaign goal and adjust your AR advertising strategy accordingly.
What Can We Expect Throughout 2020?
Expect brands to get more and more creative with their Augmented Reality advertising campaigns. Burger King set the bar, but now with the introduction of Web-based Augmented Reality, brands can be far more reactive with their advertising campaigns. Quicker and more affordable deployment of AR marketing campaigns will increase the frequency in which customers will consume AR experiences.
You can see other examples of innovative AR advertising campaigns on the Aircards YouTube channel, as well as a WebAR campaign showreel on the homepage. Take a look, get inspired and go launch the next big viral marketing campaign.