{"id":19076,"date":"2024-07-23T11:00:06","date_gmt":"2024-07-23T15:00:06","guid":{"rendered":"https:\/\/illumin.com\/?p=19076"},"modified":"2024-11-14T13:54:41","modified_gmt":"2024-11-14T18:54:41","slug":"augmented-reality-advertising","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/augmented-reality-advertising\/","title":{"rendered":"Looking at augmented reality (AR) in advertising"},"content":{"rendered":"

Augmented reality is changing the game for advertisers. Immerse yourself in the wonders of AR advertising.\u00a0<\/span><\/i><\/p>\n

Augmented reality (AR) is emerging as a groundbreaking technology \u2013 not just for consumers in the advertising world; it also offers brands the opportunity to create immersive and interactive experiences for their audiences.<\/span><\/p>\n

With the integration of Artificial Intelligence (AI), AR is set to revolutionize programmatic advertising, providing a new dimension for brands to engage with consumers in a more impactful and memorable way.\u00a0<\/span><\/p>\n

This innovative combination of AR and AI opens up endless possibilities for advertisers to create unique and personalized ad experiences that captivate and inspire.<\/span><\/p>\n

What is Augmented Reality (AR)?<\/h2>\n

Augmented reality (AR)<\/span><\/a> refers to technology that enhances the real-world environment by overlaying digital visual elements, sounds, and other sensory stimuli through holographic technology. AR combines digital and physical worlds, enables real-time interactions, and accurately identifies virtual and real objects in 3D.<\/span><\/p>\n

Augmented Reality (AR) vs. Virtual Reality (VR)<\/h3>\n

AR uses a real-world setting while VR is completely virtual. AR provides a more effective way to create, organize, and deliver instructional content by integrating digital information into real-world tasks and situations. Unlike virtual reality (VR) where everything is <\/span>entirely<\/span><\/i> virtual, AR is designed to add digital or virtual elements over real-world views with limited interaction.<\/span><\/p>\n

Put simply, AR users can control their presence in the real world; VR users are controlled by the system. In addition, VR users typically require a headset device, but AR can be accessed with a smartphone or other digital devices.\u00a0<\/span><\/p>\n

Types of augmented reality advertising<\/h2>\n

In a technical sense, there are <\/span>various types of AR with distinct applications and functionalities<\/span><\/a>:<\/span><\/p>\n

Marker-based AR<\/h3>\n

This type of AR makes use of a visual marker such as a QR code or fiducial marker. Users simply scan the marker with their mobile device to initiate the interactive experience. However, augmented reality mobile advertising is limited in the sense that it requires a mobile device or technology that has built-in AR support or a dedicated app for the AR to function.<\/span><\/p>\n

Markerless AR<\/h3>\n

Markerless AR functions without the need for physical markers (such as QR codes) and instead, uses location-based data like GPS or mobile device accelerometers. Users scan their environment through a mobile app or website, and digital elements are projected onto surfaces such as floors and walls. <\/span><\/p>\n

It identifies and monitors the user\u2019s surroundings to superimpose virtual content based on spatial relationships and object positioning. This type of AR is commonly used in online shopping or <\/span>in-game advertising<\/span><\/a>.\u00a0<\/span><\/p>\n

Projection-based AR<\/h3>\n

As the name suggests, this type of AR uses projectors to project 3D imagery or digital content onto flat surfaces such as walls and floors. It doesn\u2019t fully create immersive environments but the holograms displayed are intended to captivate and engage audiences. <\/span><\/p>\n

Projection-based AR is commonly used in in-person events such as store openings, pop-up shops, and movie screenings.\u00a0<\/span><\/p>\n

Location-based AR<\/h3>\n

Location-based AR is a variant of markerless AR. It makes use of geographic data to deploy digital content at precise locations (similar to <\/span>geotargeting<\/span><\/a>). The most common example of this <\/span>is the mobile gaming app Pok\u00e9mon Go which allows players to trigger various AR functionalities depending on where they are. <\/span><\/p>\n

Location-based AR has only been used in retail settings to gamify the shopping experience such as virtual scavenger hunts within boutiques to entice customers to explore and earn rewards.<\/span><\/p>\n

Superimposition-based AR<\/h3>\n

This type of AR marketing replaces or enhances physical items with digital content. Specifically, it identifies objects or features in the user\u2019s environment (such as book covers or product labels) and overlays digital information onto them.\u00a0 <\/span><\/p>\n

For example, in retail settings, this technology can guide customers and provide product information by placing virtual arrows onto the environment to direct shoppers to specific products. A device can reveal the virtual overlays with details such as price, features, and reviews.<\/span><\/p>\n

Forms and applications of augmented reality marketing<\/h2>\n

In addition to the technical types of AR, augmented reality in marketing can also take various <\/span>forms and applications<\/span><\/a>:<\/span><\/p>\n