With more than 4000 ads viewed per day, it is understandable that consumers consider them as intrusive and lose interest. Thanks to artificial intelligence and augmented reality, advertising is taking a decisive turning point in terms of consumer’s attractiveness and conversion.
Augmented reality advertising has the particularity of bringing consumers through “falsely real” environments where digital data meets daily existence. Rotate object, give it a new colour or be assisted by a travelling companion for the stages of your journey are some functions that open up the field of possibilities to advertise with new formats.
A short message, and an incentive to act have a clear influence on purchasing. Nowadays, static advertisements are almost all equipped with these techniques. Ads made of augmented reality also have an impact on consumers’ engagement in their purchasing initiative by physically involving them in an immersive universe. Rotating the object on itself, customizing it by writing your first name or the name of your pet, visiting the cockpit of a future car, directly on the ad represent some emblematic elements of the panel provided by the technicality of AR. Therefore, we could easily understand that static advertising may appear to consumers to be uninteresting and boring.
They offer consumers an unforgettable emotional and interactive experience by stimulating the human senses: hearing, touch and sight. The physical world joins forces with digital data to produce the perfect illusion of integration into consumers’ daily lives. Inside a bus shelter, on one of the pages of your favourite magazine, augmented reality is gradually taking a significant place in advertising by offering itself in different formats and creating a strong and repetitive interaction with consumers.
What are the advantages of augmented reality advertising for your brand?
- Increase awareness
- Increased return on investment
- The engagement rate of potential consumers
- Decrease in the bounce rate on your websites
How could you develop a competitive advantage to your local stores by integrating augmented reality advertising?
As digitalization is increasingly taking precedence over our society and generations, it is important to be able to come across this trend in order to remain competitive and meet consumer expectations. Their purchasing behaviour and habits are constantly changing as they follow the ups and downs of innovation. It is therefore necessary to develop offline and/or online contact points: physical point of sale, interactive terminal, face-to-face salesperson, social media, mobile, website, etc.
One advantage of augmented reality is its ability to integrate itself into multiple digital and traditional broadcasting channels (print, bus shelter support, etc.). It attracts buyers more easily thanks to already familiar media: touch and/or interactive terminals in front of or inside stores, mobile applications, beacon technology (content pushed on the smartphone in a defined space), etc.
The purchase in a physical point of sale is not dead despite the development of e-commerce and 100% online purchases. Systems combining both aspects, such as “Click & Collect”, exist and provide ultra-personalized support. The trip to the point of sale to pick up the merchandise you ordered online can encourage you to buy other items you desire inside the store.
Some major players have clearly understood the future challenges of using augmented reality, here is the example of Google Maps creating these new user experiences.
This marketing technique gives all marketers the opportunity to increase their return on investment as well as the rate of engagement and interaction with their target audiences and to reduce the rebound rate of incoming traffic to your website. How can we be sure that this technique will have such a significant impact on the sale of products or services? Like all digital advertisements, they are traceable thanks to their data-centric approach. In order to achieve maximal performance of your campaigns, the principle of “machine learning” reinforces marketers’ strategies by automatically allocating budgets to the most effective advertisements according to the recommended platforms.
Creativity is an essential point in attracting new consumers and retaining the loyalty of consumers who are already users of the brand. However, in order to produce the best possible results, it is important that this creativity is replaced by a well-defined and clearly identified strategy that meets your business objectives and the audiences you want to reach.