It’s Time For An (Augmented) Reality Check

Is Augmented Reality really the answer?

In the modern world technology is often at the core of everything we do. To stay relevant brands must deliver marketing campaigns that meet the needs and wants of consumers. As new technology develops rapidly, demand for more immersive, unique and yet accessible content is appearing – but is Augmented Reality (AR) really the answer?

Back in 2014 London experienced one of the first viral AR marketing campaigns with the ‘Pepsi Max Unbelievable Bus Shelter Campaign’ which saw the view of commuters transformed through a bus shelter AR window into extraordinary events (such as UFO landings and octopus kidnappings). Whilst this set the standard for incredible marketing that generated discussion and strengthened a brand, actually using AR has since been viewed as exclusive to big brands with large budgets.

What is Augmented Reality?

For those who don’t know, AR can be explained as layers of computer-generated imagery or enhancements that are placed on top of reality. AR technology can be viewed through a screen and is most commonly facilitated through smartphone/tablet apps. This is allowing AR to become a very accessible marketing tool, providing brands with the opportunity to engage customers through a unique, virtually crafted experience. However, with AR becoming so accessible it presents the question of whether it really makes brands stand out THAT much?

We spoke to our partner Dan, from DURTY on the topic and he emphasised this point, stating that “People now focus less on AR as it is not as exciting as it used to be. As technology continues to develop we are moving past the new and revolutionary element of AR and into a ‘mature’ stage for the technology, where it’s best used to solve problems and add value”.

Whilst tech-savvy consumers may no longer be impressed with AR we believe that this technology is entering a new era, one where AR is used to overcome barriers and solve problems rather than attempting to ‘wow’ customers. Increasingly, AR is being utilised functionally as well as visually. Brands such as Ikea and Wayfair have developed app features to allow customers to virtually place items of furniture in their homes before making a purchase, significantly reducing returns. Similarly, construction companies are utilising AR programs to help measure project spaces and calculate the required material quantities (TopRank Marketing, 2019).

The Future of Augmented Reality in Marketing

As we look to the future of AR it becomes increasingly obvious that this is a tool for collaboration. The most revolutionary example of this has to be the recent announcement trailer for ‘Microsoft Mesh’ which enables shared experiences from anywhere through holographic imagery. This emphasises Dan’s message that AR has a lot of purpose and value moving forward when used for togetherness and functionality rather than being purely content-based. But if AR really is only effective for scalable projects with big investments, then what technology should we be using in our marketing campaigns?

With any marketing campaign ROI is often a top priority so it’s essential to ensure technology that offers value for money is used. Whilst AR can provide a unique form of engagement other 3D digital content (Computer-Generated Imagery or CGI) often offers more functional, interactive and innovative content at a more affordable price point, particularly as existing CAD assets can be leveraged. Technology such as Real-time Interactive Touchscreens can be displayed over large screens, shared over a variety of platforms and are easy to engage with making them a much more efficient marketing tool in comparison to AR. Therefore, whilst brands may initially believe they want to invest in an AR campaign, often other CGI can achieve the engagement they are looking for without the complications of scanning QR codes or holding screens at the wrong angle (we’ve all been there).

Ultimately, Augmented Reality is changing the way we engage with content, facilitating more interactions and enhancing brand value. Using AR bridges the gap between customer expectations and vendor fulfillment in a way that is useful for both businesses and consumers alike, however it does have its limits, making it important to consider what you really want and need from a tech-focused campaign. Ultimately, a campaign that connects with consumers and creates a memorable experience can be the differentiator in a competitive market that helps a brand achieve sustained discussions and truly stand out.