Present for a few years in our digital environment, especially since the major success of the game Pokémon Go, augmented reality is gradually becoming more accessible for all. A technology, which consists of superimposing virtual content (animated or not) on a real image through a tablet or phone application, augmented reality allows companies to communicate differently and create services with high added value.
While native applications are already very active in testing your new design, visualizing a new car or choosing the best tattoo on your body, augmented reality also offers new prospects on the promotional side. A way to strengthen the connection between mobility and user, create innovative campaigns for your offer and refresh your brand image.
MOBILE ADVERTISING IN CO-BRANDING
While it is increasingly easy to create your own augmented reality application thanks to developments in technology, there are still other options to evaluate. Like in traditional marketing, co-branding is an interesting tool: by joining an existing application, brands that have similar audiences can join forces for greater impact and limited investment.
This is, for example, the case in the United States, with the soda brand Mountain Dew which has teamed up with the television franchise “The Walking Dead” to create an augmented reality application that allows you to see these famous zombies in a real environment. A two-in-one that combines two brands for a fun experience riding the waves of popular culture.
An approach that could work with other brands, like, for example, household appliances and cooking recipes, a variety of cars and a petrol brand, a hotel chain and an airline, etc.
THE JOINING OF PRINT AND MOBILE
Despite the growth of everything digital, the paper is not yet dead, quite the contrary. And with augmented reality, it can even reinvent itself. From a print marketing campaign (signage on public transport, flyers, catalogs, etc.), an advertiser can offer complementary, fun services that can be displayed when the phone scans the medium in question. A way to provide additional information on certain products, to differentiate themselves from the competition and to launch a specific promotional offer to win new customers.
The coming together of print and augmented reality is also relevant for an object or a physical product. By scanning a packet of rice, you discover the different stages, from harvest to cooking, with testimonies and very visual animations from around the world; a brand of chocolate powder offers fun games with the brand’s mascot for the youngsters; a travel agency reveals its destinations from its catalogs. Many inspiring and easy-to-implement examples to develop innovative marketing and advertising campaigns.
NATIVE AUGMENTED REALITY, THE NEXT STEP?
Today, most augmented reality experiences involve downloading a third-party application. This means adding several additional steps in the customer’s journey between intent and fruition: going to Google Play or the App Store, logging in as needed, downloading an application, waiting, and finally launching it.
Fortunately, things are changing, as it is now possible to launch an augmented reality experience directly on a mobile web browser, from a banner or link. This technology, called Augmented Reality Digital Placement, allows an advertiser to create an augmented reality experience from a simple web page. Visualising of a piece of furniture in a room, face tracking to add filters to your picture on a selfie or story, gaming with a theme related to your brand the possibilities are endless.
These innovations also have a concrete impact, since the IAB has set up a new standard that integrates augmented reality advertising into its rules of good practice.
PROGRAM MARKETING ENTERS THE GAME
Last experiment to date: the integration of advertisements within games or free applications, specially designed on the programming model. These are advertisements that are displayed directly in the native environment in a non-intrusive manner, unlike banners. From an adapted advertising platform (SSP / DSP), advertisers can integrate their 2D visuals into a virtual environment. An innovation that works both in augmented reality and virtual reality, and represents a good solution to finance the development of applications based on native, integrated and non-intrusive advertising.
Easy to use, accessible from a simple phone, low-constraining and value-creating, augmented reality is a technology that is developing considerably. It is no surprise that Google and Apple have opened their development kits to their communities of developers to enrich the list of uses, from professional applications to more fun approaches. A new way for advertisers to position themselves amongst a segment of active and captive users and to test new strategies.