Augmented Reality – Confusing? Exciting? Expensive?
For campaign managers, marketing managers, digital agencies and the like – what really is the opportunity presented by AR? Following are three of the most common questions that we have come across recently – and our responses in summary.
- Doesn’t creating AR take a lot of time and resources? Isn’t it expensive?
Hmm – it’s all relative!
AR is a new medium of communication – and as with the introduction of any previous media, such as the television or digital advertising, the initial uptake is seen as being risky, and the ROI isn’t always clear.
Most forward thinking companies are adopting research into the AR space, be it for marketing, operations or product development. We see this quite clearly when we look at some of the members of AREA – the global member-based organization promoting widespread adoption of enterprise level AR solutions.
- How do I go about creating content for this new media? My budgets are already allocated into making creatives for print, tv, radio, outdoor and/or digital!
Being a medium of communication – there’s certainly ways that content can be created to leverage the technology to make it more engaging, however essentially – that’s all it is – a medium of communication!
You could repurpose your print ads for an AR experience for consumers when they walk into your retail outlets, or have a tv ad play when they scan a barcode on a product. The digital content that is being created, be it banners, quirky gif files or even memes – can all be overlaid on your logo to provide the user a unique and memorable experience.
Here are some examples of how AR is working in selected industries.
- AR Revolution in Healthcare
- Shopping in the age of AR
- Tapping into the potential of AR in Education
- Bridging the gap between player & spectator
- I’ve seen how popular pokemon was, and how well the mcdonalds AR app worked too. But creating that seems time consuming and my audience is different! How can I show my colleagues and my boss how effective this technology is?
Given the popularity of those apps – the engagement levels that this technology can offer is evident. However, it can be challenging presenting a video game as a reference for a marketing initiative at a paper company (for example). So if you feel that your company isn’t going to get value from those references – why not set up an AR experience aligned to your goals?
The best part is that its not complicated, its free to try and the experience only takes a few minutes to set up. We’ve built a tool that enables you to create a custom AR experience in 3 steps. 8AR is currently in Alpha phase – and as we build it out further, we’d love to get your feedback and understand how we can build it to suit your requirements and take you into an age of frontier technology.
Here’s a short video explaining how it works;