The advertising industry is one that has always been evolving rapidly, driven by the advent of new technologies and changes in both consumer behavior and the competitive landscape. These days, advertising is just as much about the experience as it is about selling the actual products, and this is a trend that is set to accelerate the more we blur the lines between the physical and digital worlds.
As the famed American self-help author and motivational speaker Wayne Dyer once said, “If you change the way you look at things, the things you look at change too.”
With the rise of augmented reality technology, advertisers will take this to heart. It will lead to a future of integrated shopping experiences that foster greater interaction between brands and consumers. It’ll enable brands to share more dynamic content with consumers the moment they need it, helping them to learn about their products in a more engaging way.
By creating AR content, brands will be able to grow their business with more targeted advertising while gaining a better understanding of consumer behavior. AR will provide insights that help brands learn more about the way consumers engage with their products and what marketing campaigns are the most effective.
AR is a technology that overlays computer graphics onto the real world. Examples of this include Google Translate, which can translate written foreign languages on the fly. All the user has to do is point their smartphone camera at a menu, sign or page and it will overlay the written language with a translation they can understand. Quiver uses AR to transform colored images into more lifelike 3D characters, and the technology can also be found in various QR code scanners, star maps, games and messaging applications.
Already, we have seen a taste of what is to come from a number of forward-thinking marketers at some of the world’s biggest brands. AR technology has been adapted for a number of creative advertising campaigns aimed at tech-savvy buyers. For instance, comic book films have generated excitement about their upcoming releases with AR Snapchat filters, and the Lego app showcases AR versions of complete Lego sets when people view the box with their smartphone camera. Moreover, several clothes retailers allow buyers to “try on” various different items and accessories using VR to see how they might look.
Car manufacturers are getting in on the act too. An example is the recent Toyota Hybrid AR app that helps consumers to understand their design choices better when it comes to the company’s new C-HR vehicle. Using the app, prospective customers can see how various aspects of its interior will look, based on their choices.
Some companies have actually been using AR for years. The cosmetics firm Sephora offers a feature called “Virtual Artist” on its app and website that enables users to see how various beauty products will look by digitally rendering them on the user’s face.
AR technology promises to impact the shopping experience in various ways. One exciting prospect is the potential for merging AR with social media. Peer, which is building a kind of AR-based social media metaverse that will overlay graphics across the entire world, could lead to a new era of digital advertising where businesses are able to leave messages and promotions at various points in a city.
For instance, if someone is hungry, they could pull out their smartphone and say what they’re looking to eat, be it Vietnamese food or a burger. Peer would then display all of the relevant, nearby search results on its map, together with graphics that show them how to get there on foot. As they arrive at the restaurant, they’ll see an AR coupon just outside that was posted by the business itself, entitling any Peer user to a big discount on its breakfast menu.
Peer opens the door to all kinds of marketing campaigns. For instance, a business could create a gamified experience that invites users to walk around the city, searching for tokens in order to receive some kind of prize.
AR will even impact traditional shopping experiences, especially as new kinds of hardware become available. As you stroll down the aisles of a supermarket wearing an AR device, various renderings of discounted products will pop up while you’re browsing the various items. Pick up a jar of mustard and the device will recognize this, suggesting the same product from an alternative brand that’s cheaper than the one you’re looking at.
The technology will also enable greater personalization. When you walk into a clothes store, the mannequins may show off digital renditions of various outfits, with each shopper seeing something different based on their needs and preferences. Your previous buying behavior, product reviews and existing wardrobe could be leveraged to show you different virtual designs that may interest you. It’ll eliminate the need to search through various racks and try on different items. Instead, an AR device will instantly show products that suit your tastes and measurements.
Let’s imagine you’re interested in some jewelry. Look at a bracelet that interests you and indicates your desired budget and your gadget will automatically generate an overlay that displays the price of similar items in the same store. What’s more, this technology will all run in the background, switching on at the relevant moment to help you save money.
The development of these life-changing AR experiences is set to accelerate with the arrival of a new generation of intelligent eyewear, with brands such as Apple, Facebook, Microsoft and Peer all developing advanced AR glasses and headsets that can accommodate people while they shop.
As these devices become more commonplace, AR looks destined to play an integral role in the future of advertising as it provides a seamless way for brands to promote themselves and their products in subtle yet immersive ways.
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