Introduction to Augmented Reality Ads
Augmented reality (AR) has grown significantly lately, with improved technology and accessibility resulting in increased consumer interest. As a result, brands are actually specializing in using AR as a part of their core marketing strategy, exploring ways to deliver augmented marketing across all their plans. A 2022 study by Meta’s Foresight Group found that campaigns combining traditional ads with AR ads outperformed traditional campaigns alone in driving awareness, with AR ads delivering nearly triple the boost in brand lift.
The Impact of AR on Marketing
To reach the era of mixed reality, brands need to contemplate the impact of AR across the marketing funnel to capitalize on the rapid changes in consumer experiences. This involves fascinated by how AR may be used to reinforce brand awareness, engagement, and conversion. By doing so, brands can create immersive and interactive experiences that resonate with their target market.
Rewarded AR Ads
Niantic recently launched rewarded AR ads, which work with smartphone cameras to offer interactive branded experiences that unlock rewards inside games like Pokémon Go or Peridot. This format is especially effective in physical locations, where immersive brand experiences result in superior results. Rewarded AR ads deliver deeper consumer engagement for brands, driving stronger brand impact than static banners or video ads alone. In fact, a study found that roughly 80% of players prefer rewarded AR ads.
Benefits of Rewarded AR Ads
Rewarded AR ads should not only effective but additionally cost-effective for brands. The Meta Foresight Group study found that campaigns incorporating AR elements reduced costs for awareness by 59% in comparison with traditional ads. By seamlessly incorporating AR ads into popular games, brands can reach tens of tens of millions of players, providing an accessible alternative to other promoting formats.
Global Reach of AR Ads
With nearly 7 billion smartphone users worldwide, web-based AR ads and experiences can reach an unlimited audience without requiring a particular app or device. AR ads strengthen the impact of a brand on consumers by harnessing immersive storytelling to advertise products and enable consumers to feel closer to the brand. Niantic has streamlined the AR ad development process, creating strong partnerships with key development agencies to oversee creative production processes.
Real-World Example: Circle K
Circle K is an excellent example of a brand that has seen success with Niantic’s Rewarded AR ads. The brand aimed to extend awareness and sales for its recent coffee offering by presenting Pokémon GO players with an in-game ad featuring a floating balloon. Players could interact with a 3D Circle K coffee cup using their mobile camera, receiving prompts to purchase a physical cup of coffee at their closest store. The campaign resulted in a mean engagement rate of 76% and a mean completion rate of 95% for the experience.
Future Opportunities
The way forward for AR promoting is vibrant, with consumers expecting more from brands. AR is the vehicle to move audiences to recent worlds, adding an exciting element of surprise and delight. As the technology continues to evolve, we will expect more brands to integrate AR into their traditional promoting strategies. Research shows that AR promoting is already simpler at engaging consumers than traditional ad formats, making it a necessary consideration for marketers looking to have interaction a brand new generation of shoppers.
Conclusion
In conclusion, AR ads are revolutionizing the way in which brands interact with consumers. With their immersive and interactive nature, AR ads are driving stronger brand impact and engagement than traditional ad formats. As the technology continues to enhance and change into more accessible, we will expect to see more brands incorporating AR into their marketing strategies. Whether through rewarded AR ads or web-based AR experiences, the longer term of AR promoting is exciting and stuffed with opportunities for brands to attach with their audiences in recent and progressive ways.
