Vivek Aiyer, Founder, CEO of Australia-based Appearition, shares his viewpoints on the application of augmented reality (AR) solutions in the OOH space in an exclusive interview with Outdoor Asia’s Rajiv Raghunath.
Edited excerpts (Part – 2):
How affordable are AR solutions?
When considering the cost of implementing AR solutions, just as in any traditional media communication there are a myriad of options that consider features, quality of the consumer experience, distribution and scalability. That being said, our recommendation remains to take AR as a communication medium. This means content remains king, and this is the key for AR/ VR success.
The entry to market can be quite affordable as this would depend on the audience and deployment variables. Just as a traditional media, AR related infrastructure and content creation costs are getting lower. A platform-centric approach to deliver AR solutions that allows for reusability of infrastructure to deliver experiences for scalable audience size and a cross-media platform content strategy would allow for brand managers to start to see clear ROI.
Typically, brands and planners in India tend to be conservative when it comes to use of digital technologies for OOH advertising, citing ROI issues. Would you advocate any steps to make AR/VR applications cost-effective to a large number of advertising brands?
I think there needs to be a shift in the mindset of the brand managers with regard to AR. With digital technologies it is not about the coolest innovation or newest technology – rather it is about what the brand managers and planners need to do be competitive in their own business and how they can provide better experiences for the end consumers. The end experience may be the result of a mesh different technologies. However, it is important that the end experience is a true reflection of the brand’s core values and market positioning. In that sense the AR strategy needs to be tightly coupled with their content strategy in turn the communication strategy.
Simple wins are the key to success. The consumer decision cycle consists of some distinct stages – research, evaluation, transaction, implementation support and referral. At each stage – there is a small win to be won if the consumer is exposed to the right piece of communication. In turn, if we look at AR as a media that contains information, where and when is the consumer best positioned to receive this information such that it will increase their understanding of how the product can benefit them?
For brand managers and planners, based on particular pressure point for their brand, a simple use case can be implemented as a proof of concept. This proof of concept (PoC) would assist getting stakeholder buy-in and ultimately lead towards the larger goal of integrating AR in a broader fashion. I would certainly advocate a simple PoC strategically implemented to allow for this.
Are equipment makers geared to support AR/ VR growth in market like India?
The device market in india is quite well evolved and would certainly be able to adapt. There are a range of AR/ VR devices hitting the market now, and priced competitively. The consideration is more relation to mobile bandwidth and throughput (data plan costs) when it comes to a price sensitive market like india. While this too is improving, poor connectivity means the rich experiences AR/VR offer could be lost.
What are the proprietary solutions that you have at hand to cater to OOH advertising?
Appearition has developed a platform that allows for the easy integration and management of AR systems for the easy integration and management of AR systems and campaigns. We took the approach where solutions are highly scalable right across various industries segments. Some of our product lines include, butare not limited to 8AR (product line specific to the retail/ branding solution set), FloAR (enterprise and for productivity solutions), ARTIK (modules specifically for museums and galleries) and the BVRIK module (a real estate solution tool kit).
Source: Outdoor Asia | November 2016