Introduction to Augmented Reality in Advertising
The world of promoting is on the cusp of a revolution, with augmented reality (AR) technologies poised to alter the best way brands interact with their audiences. By seamlessly integrating digital information into the actual world, AR offers a singular and exciting way for advertisers to attach with consumers. However, despite the promise of this technology, creatives within the industry are facing significant barriers to entry.
The State of AR in Advertising
A recent study by Unity, a number one graphics company, surveyed roughly 1,000 participants within the promoting and marketing sectors across the US and UK. The study aimed to gauge the industry’s comfort level, technical competency, and enthusiasm for AR. The results revealed that while there may be a growing demand for AR solutions, technical issues and price remain the most important hurdles for creatives.
Technical Issues and Cost
Technical issues (24.6%) and price (39.1%) were identified because the two biggest challenges facing the adoption of AR in promoting. These barriers are stopping many creatives from fully exploring the potential of AR, despite its growing popularity. However, it’s value noting that 80% of creatives imagine that AR is an integral a part of their work, and there may be a "strive to make use of it" mentality towards the technology.
Demand for AR in Advertising
Despite the challenges, demand for AR in promoting continues to grow. Over half of all respondents acknowledged an increased client demand for incorporating AR in marketing and promoting campaigns. Additionally, 55.8% of creatives said they were likely or very likely to contemplate an AR campaign in the following 12 months. This suggests that the industry is moving towards embracing AR, but more must be done to deal with the technical and cost-related issues.
Positive Sentiment Towards AR
The overwhelming majority of respondents (78.4%) felt positive about AR’s use in promoting, and greater than half (61.8%) of creatives are seeing an increased client demand for AR campaigns. This positive sentiment is reflected within the incontrovertible fact that over half of respondents have already deployed an AR campaign and were satisfied with user engagement.
Industry Insights
Julie Shumaker, vp of advertiser solutions at Unity Technologies, commented on the survey results, saying: "Augmented reality is becoming ubiquitous and inventive marketers and advertisers are already establishing the use cases which have made the remaining of the industry listen." She also highlighted the necessity to improve AR familiarity amongst creatives, each when it comes to technical competency and highlighting the cost-effective solutions which can be available today.
Conclusion
In conclusion, while AR holds tremendous promise for the promoting industry, there are still significant barriers to entry. Technical issues and price are stopping many creatives from fully exploring the potential of AR. However, with growing demand and positive sentiment towards the technology, it’s likely that we’ll see more modern AR campaigns in the long run. As the industry continues to evolve, it’s essential to deal with the challenges facing AR adoption and supply creatives with the tools and resources they should succeed. By doing so, we are able to unlock the total potential of AR and revolutionize the best way brands interact with their audiences.
