In the world of technology, augmented reality (AR) has become widespread and it is applied for various applications from gaming to advertising. The world-renowned mobile game Pokémon Go is based on AR. The implementation of AR has become an innovative strategy for advertisers to engage customers during campaigns and promotions. AR adds innovation and novel perspective with which customers can be allured and impressed by spreading information about brands and services in creative ways. Marketers and advertisers have been taking advantages of augmented reality to spread brand awareness and promote their products. According to the research firm Allied Market Research, the global augmented and virtual reality market is expected to reach $571.42 billion by 2025, registering a CAGR of 63.3% from 2018 to 2025. There are certain benefits of AR for advertising purposes. Some of those advantages are listed as follows:
Enhanced emotional engagement:
As AR ads offer an immersive and engaging experience that can form an emotional connection with potential customers. People are able to see what is happening in reality and interact with them. When there are interactive ads, customers will feel as they are part of them and form an emotional connection. This emotional connection plays a crucial role in making buying decisions. Moreover, this emotional engagement is vital to raise brand awareness. People can recall the brands in a better way when they feel they are connected to them. In addition, AR ads are great tools to build a particular reputation for the company.
One of the crucial aspects of the AR interactive experience is geo-targeting. The GPS data is collected from smartphones and other devices. Advertisers can gather information of location based on GPS of the device and help users find the nearest locations from where they can avail products and services. Customers need to follow the directions given by the app to find the nearest store. This will also assist in forming deep connections with the brand as it is helping in finding the location. This value addition will also add to the reputation of the brand.
The digital ads have become popular and traditional print ads are becoming rare, still, they have not lost their importance. There are companies and organization pouring a lot of money into digital and print advertising. There are many digital platforms and print magazines filled with catchy images and taglines to attract customers. High fees are charged for an ad on print magazines or newspapers along with popular digital platforms. On the other hand, AR advertising offers lesser cost and more immersive experience as compared to print or digital ads. The cost for development of AR ads is far less than publishing an ad in a popular magazine or platform. An AR ad filled with eye-catching graphics and the catchy message will cost far less than the print ad. There are two types of ads can be prepared using AR, marker-based and location-based. Marker-based ad requires a target image with which customers can bring that virtual content in reality. The location-based ad will offer virtual content based on the location of the customer. An AR advertising campaign is a lot cheaper than the print or digital ad on the most popular platforms.
Virtual try-on to fuel sales:
AR ads can offer one of the most effective ways through which the sales of the product of the company can hit the roof. The virtual try-ons will give an idea to consumers about how the product will look on them. For instance, there is an advertisement for sunglasses. There are a variety of sunglasses displayed, but the customer may not have an idea if they would look good on them. If AR technology is implemented, customers can try them on virtually and select the ones that would suit them the most. Similar is the case with shoes, jewelry, watches, and others. The virtual try-ons would help the customers to try the products and make buying decisions. For companies, this would become the best way to drive sales.
An AR ad can offer the repetitive engagement of users and form a strong connection with the brand. For instance, if the company has created a game to promote the product, users can come to play the game over and over again. This offers a cost-effective way to advertise. This method requires very few costs that can create AR game or a platform. Once it is created, there will be repetitive benefits with each time a user plays a game. If there is an advertisement in a popular magazine, people may flip through the page and then forget about it. On the other hand, the game will remind them about the products repetitively. The implementation of technology changes the way people interact with products. Taking advantage of repetitive engagement would increase brand awareness along with improving sales.