Originally published May 18, 2016 , updated on January 13, 2023

Once thought of as a gimmicky approach to advertising, augmented reality is rapidly taking the marketing world by storm. Previously relying on klutzy QR code use cases, AR campaigns were only about simplistic video launches from a poster or product. In 2016 and 2017, however, we have much more to look forward to.

Immersive Experiences of Augemented Reality Are the Way Forward

Augmented reality is all about bringing digital objects into the “real world.”

This is a little different from its cousin, virtual reality. VR transports the user into a different space, serving as a distraction rather than the sought-after immersive experience so popular at marketing events today. Currently, advertisers seem to operate on a principle of consumer distraction – an approach that is rapidly becoming passé.

According to Text100, “The augmented reality apps market is expected to generate revenues in excess of $3.2 billion this year.”

The reason for this is simple. As you may know, most SmartPhones are ready for this type of technology. It makes the entire development process much less of a hurdle than it would normally be. Generally speaking, AR apps rely on behaviour that modern mobile phone users are completely familiar with. Watching a video, listening to a song, or taking a photo are intrinsic parts of every user’s daily life.

Consider the benefits of launching a marketing event for a range of products in this approach. The attendees simply lift their phones in the motion of taking a photo and instantly immerse in an interactive shopping experience.

Visual Search is the Next Step of Augmented Reality

“Visual search” is a subset of augmented reality allowing SmartPhone users to snap a picture of a television screen or static advertisement. They instantly receive the full range of information they would need before making a purchasing decision.

At events where immersive experiences are all the rage, people could easily set up screens to allow for an attendee’s journey of discovery. There is something more rewarding about discovering pertinent information oneself instead of being talked at or read to from a stuffy podium.

Immediately Measurable Results of Augemented Reality

One of the greatest benefits for marketers is the fact that augmented reality campaigns are immediately measurable. Some quick investigation from their desktops will show various results. For example. in-app camera click, the type of device used, gender, location and time of engagement. This is the type of brand-owned insight that enables marketers to track certain behaviours. The behaviours until recently have remained a somewhat “closed book”.

Essentially, with the right approach, augmented reality can turn modern marketing its head – in the best possible way, of course.

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