Advertising isn’t what it used to be twenty years ago. Where does Augmented Reality fit in?
Billboards have become passe. Radio has evolved into podcasts. Video streaming has taken over television. If you look at the world through the eyes of an 80-year old advertiser, the ground in advertising has shifted.
The world of advertising is not what it used to be a few decades ago.
All thanks to ever-evolving digital technologies such as search engines, mobile apps, cognitive computing and of course, augmented reality – a new form of media reality.
Advertising and augmented reality. How do they both fit in? What does AR have that advertising needs?
The prime purpose of advertising is to give contextual information. Without contextual information, any advert is meant to lose relevance.
Unfortunately, delivering contextual information has remained the biggest challenge of advertisers since ages. Cramming in all the highlight features and must-buy reasons of a product in a few characters-long copywriting is easily said than done.
That’s where Augmented Reality can help.
Augmented reality advertising can deliver contextual information in easily digestible formats that have high recall value as well.
Augmented reality allows splitting large chunks of information into tiny snippets that are visually easy to see and understand. For example, you can point your smartphone camera at a restaurant and get instant updates about star ratings, customer reviews, and much more.
Additionally, it’s no secret us humans are visual beings. Studies conducted by 3M have found that humans process visuals 60,000 times faster than text. This makes users engage with visual data more than any other form of data, including textual data.
Isn’t that what every advertiser strives for? In advertising terms, this heightened engagement and ability to recall a brand name is referred to as brand recall.
With all this in mind, it’s no wonder that the Augmented Reality for Advertising Market forecast is showing huge growth for 2019-2025.