On July 6, 2016, the first augmented reality mobile gaming app, Pokémon GO, was released. Everywhere you looked, people of all ages were roaming around, scanning landscapes through their mobile device to capture their Pokémon. After seeing the engagement and awareness this game created, many companies soon followed suit with this augmented reality trend.
Think of Snapchat’s lenses. During NBA Playoffs, Cavs fans can virtually wear a Cavs headband in their snaps. On Cinco de Mayo, users could turn their heads into a talking taco shell. Not only do these AR lenses promote engagement, but they are also creating a bigger medium for brand awareness and an immersive brand experience.
Brands have taken on augmented reality for use in their banner ads.
In today’s digital advertising space, brands are constantly faced with new obstacles that they must overcome, such as banner-blindness. Consumers are so used to seeing banner ads on almost every website they visit, most consumers typically turn a blind eye to them. Brands are now searching for more engaging ways to interact with their audience. AR banner ads may be a solution to this problem. These ads would give a consumer an individual immersive experience after clicking through on the ad. Brands within the auto industry are among the first to have taken advantage of AR banner ad possibilities – with ideas of allowing consumers to explore their vehicles using a 360◦ view. Even the fashion industry has begun to follow suit, with talks of enabling consumers to try on clothes via AR technology.
So, what does this mean for the future of advertising?
We now have tangible digital campaigns. Advertisers must focus on user-friendly creativity that bridges the gap between digital and physical realities. Moving forward, advertisers have endless possibilities to create engaging ads for their audience through AR.