We are living in an exciting time. Adding wings to our science and technology to fly us to an unknown world where the distinction between fact and fantasy is blurred. Augmented reality and Virtual reality are the finds of this exploration that are making science-fiction a whole new branch of industry to change our lives in many ways.

Although the research on Augmented reality(AR) dates back many decades, it is only a few years ago that this technology has started being used commercially. Some wonderful AR-based products have already revolutionized our experiences and paved the way for more applications across different industries. So, what is augmented reality? We will try to grasp the concept as below and discuss how AR is poised to disrupt digital marketing per se.

The concept of AR

As the name implies, Augmented Reality augments the real-world experience by virtual elements. These virtual elements are digitally developed videos, texts, or images, overlay the live view taken by using a mobile camera, headset, or a tablet. The virtual information is superimposed simultaneously on the real-life inputs, in order to create an illusion of a virtual world in an actual environment.

As the name implies, Augmented Reality augments the real-world experience by virtual elements. These virtual elements are digitally developed videos, texts, or images, overlay the live view taken by using a mobile camera, headset, or a tablet. The virtual information is superimposed simultaneously on the real-life inputs, in order to create an illusion of a virtual world in an actual environment.

AR in gaming

There will be imaginary objects(static or moving) that can appear in your regular setting, such as a monster in your living room, or a comic-book character in your community park. It gives you an immersive experience when you access an AR-based game through your headset, mobile, or tablet. Pokemon Go has been a phenomenal success that set the trend of AR gaming.

Other applications

If you are a cricket buff and have watched the TV broadcasts of the game recently then you must have noticed how the broadcaster used AR technology to overlay a portion of the field with the name of the major sponsor. While it looks like the name is painted on the cricket field, actually it is not. A leading eyewear startup offers you the facility to try on and select from a number of frames and sunglasses on their range fully online! The AR-based app from the company overlays your face with the frame image.

How AR works

AR function is executed by an AR app when you scan an AR trigger. There are two types of trigger – marker-based and location-based. A marker-based trigger needs scanning of a 2D code such as a QR code, a barcode, or watermark. A location-based trigger doesn’t use code. It triggers automatically when the user reaches a certain geographical location or near a certain image. You have to use your mobile camera or GPS, or other devices to trigger AR. The AR app produces an image or video to overlay the image you capture through your mobile camera. As you move the device the overlay also moves to allow you to get different views of the projected information, as they would have been naturally.

How AR can benefit digital marketing

• Magnifying brand awareness – Immersive and interactive ad creatives, much like video games, help marketers achieve an engaging and emotional connection with the customers. As long as the application is novel, marketers can reap huge benefits.

• Sustained Customer Engagement – Studies reveal of the extra-large dwell time that an AR-based marketing campaign can ensure, in comparison with any other form of ad – according to a source, while the dwell time in traditional radio or TV ads is around 2.5 secs, with AR ads it can be around 75 secs.

• Enhanced UI/UX – AR integration helps marketing campaigns to be more informative and interactive. Customers can get to the right information easily and quickly.

• Boosting sales – Like the virtual try-on eyewear example given above, similar apps can be developed for other products as well. The customers can select and order from anywhere they are.

• Offering the right product to the right people – AR ads coupled with machine learning algorithms offer advanced hyperlocal advertising that analyzes user behaviour and interests in order to zoom-in on the right people who are more likely to buy your product.

• Much cheaper than the traditional ads – AR-based ad campaigns offer much higher performance/price ratio than the print media or TV ads. Moreover, once made the same AR application can be used for future campaigns without any extra cost.

AR is expected to sweep digital marketing. Companies such as Google and Facebook have already developed AR viewing technology for Android and iOS. It’ll be wise for a business to incorporate AR into its marketing to leapfrog the competition.