Augmented reality (AR) advertising is a part of a company’s augmented reality marketing strategy. AR advertising boosts target audience engagement. By interacting with a product’s AR models, customers identify a product’s benefits.
Below, we discuss how augmented reality advertising increases sales of promoted products.
Benefits of an augmented reality-based campaign
AR is a powerful sales driver. Gaming, entertainment, and retail use augmented reality in promotions for the following reasons:
- Technological novelty. Wide-spread use of AR technology started 5-7 years ago but was little known until Pokémon Go arrived on the global stage in 2016. Augmented reality awakens user interest because it allows trying out products when and where users want it.
- Added value through interactivity. Unlike traditional ads, AR-based advertising enables customers to experiment with products before they buy. This feature is especially in demand by furniture and paint manufacturers.
- Suited for all industries. With only one small difference, everything that can be demonstrated in a TV advertising can be demonstrated using AR: cars, dresses, nail polish, etc. The difference? Augmented reality solutions require quality 3D models. Most manufacturers have them already.
Risks of augmented reality advertising
- Taking AR ads too seriously. People do not like to be frightened. When planning a startling campaign, you must keep in mind there are sensitive people among your audience. The new experience can bring them way too negative emotions.
- No motivation to use AR app. People get bored quickly. When an AR ad is only entertaining but lacks meaningful value, they will have little desire to return to the app. The overall marketing effort will, most likely, end in failure.
- Getting too much information. People prefer simplicity. If an app combines too many features or instructions are too complicated, people search for another, simpler way (often provided by a competitor).
Advice on AR ad campaign
- Focus on your target audience. Tech savvy or luddites? Know your audience. Keep things as simple as possible for your non-techy people. Prepare something extra for those who are tech savvy. Also, your AR app needs clear, concise instructions so everyone knows what to do.
- Offer the right experience. People like feeling capable. They will return to your AR solution again and again when they can accomplish something with it in a few steps. For example, choose a table lamp from a catalog: open the app, choose a model, see how it looks on the table then order directly via the app. This way, customers no longer must waste time in a store trying to decide whether or not the chosen model goes well with the color of the walls.
- Test the campaign experience. Start with a small focus group to test the reaction of your campaign. Ensure people understand you and nothing of importance is lost along the way. Too often, one gets tied up tech wizardry and forgets the true message.
To conclude. Offering an augmented reality experience is extremely important for the overall success of a marketing campaign. Due to a powerful combination of online and offline experience, any campaign using AR engages customers, increases ROI and creates a better brand visibility.
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