Augmented reality will allow us to do some pretty cool stuff while interacting with the world around us. It will also allow advertisers to put ads literally everywhere.
Imagine this: you’re wondering around the airport, trying to find out the details of your flight and the screen suddenly breaks into pieces or shows flights to places like Hogwarts, Mordor, Gotham City, Atlantis, Narnia and so on…
What do you do?
You have just experienced an Augmented Reality advertising campaign. Leveraging stunt-like experiences such as elephants walking right next to you, T-Rex pussyfooting behind you in shopping mall or even orcas jumping out of the water, this innocent looking screen serves as a scarily realistic cover to bring these scenarios to life.
Advertisers are looking at using augmented reality as part of a marketing drive in order to attract new customers as well as retaining existing ones. This means developing an in-depth knowledge about their intended customers; who they are, what they need and why they need it. That knowledge leads to understanding their browsing habits and the triggers for buying. Consumers are increasingly open to augmenting their world with offers and information, even if Google Glass came too soon. “When your emotions are high, common sense is low, so you’re more likely to spend money,” Si Brown, chief marketing officer and co-founder of augmented reality (AR) firm skingz, told the audience at WIRED Retail 2015.
Credit: Carsten Windhorst
The expense of pulling off an Augmented Reality campaign pales in comparison to traditional print or broadcast advertising and establishes a longer-lasting, deeper connection with your consumers via an emotional connection, which in the end turns to more repeat business and sales. Here are the real reasons to think hard about utilizing an AR campaign.
- Innovation: it’s always good to be first on the market. What AR is offering isn’t just a one-off ad campaign. This is a cutting edge approach by a destination marketing group, the first of its kind, to use augmented reality to change consumer’s perception. Whenever the industry catches on, nobody else will have been first, and whoever chose an AR advertising will be looked at as innovators.
- Inexpensive: Print advertising in magazines tends to be significantly more expensive than online or digital ads. Many large monthly magazines charge upwards of $100,000 for a four-color, full-page print ad (one time), a cost determined by CPM (or cost per thousand readers). For example, Sports Illustrated’s 2011 Swimsuit Issue (albeit a once-a-year publication) charged a base rate of $405,300 for a one-page, four-color full-page ad.
- Emotional Connection: AR takes marketing strategies to a more immediate and sensory level with customers, allowing greater interactivity in the selling and buying process. AR can create an emotional connection between what the buyer is searching for and what the product can offer. In short, it gives the product a personal feel when consumers can picture it in their own world.
- Driving Sales: At the end of the day, it comes down to ROI on any campaign. The key to developing successful AR campaigns that provide customer engagement as well as translate to sales will be ensuring that they support the local communities they’re used in while creating unforgettable experiences for the customers using them. In many ways, AR brings offline experiences to online sales by enhancing the experience and driving brand visibility. Imagine hundreds of people sharing photos of your product on their social media platforms every day!