ARvertising: How Corporations Harness AR To Overcome Ad Fatigue

by Ivan Pavliuchenko on May 15, 2024

User preferences have shifted towards active engagement over passive viewing of static banners. This shift is driving advertisers towards innovative and personalized formats that transcend traditional advertising. A notable advancement in this landscape is the emergence of playable augmented reality (AR) ads. Dynamic experiences from playable augmented reality (AR) ads deeply resonate with modern consumers, blending gaming, advertisements, and AR technology seamlessly.

Context

Before we move forward, let's paint a picture of the past. Imagine yourself back in the days when graphic interfaces were just becoming a thing. Microsoft released Windows along with the card game Spider Solitaire. It was like they introduced graphic interfaces as this fancy new tech, the mouse as a handy tool, and the game-like experience as a fun way to learn how to use it all. Now, with AR, we're seeing a similar trend, where three things come together to create playable AR ads: graphic interface, control, and gamification.

Static banner ads no longer command active attention, prompting the rise of interactive experiences as a replacement. This shift has fostered the development of personalized interactions and a creative approach to storytelling, placing users at the heart of campaigns.

Gaming Goes Social

The social integration of gaming has further amplified its impact, with platforms like Facebook boasting millions of monthly players. This social dimension of gaming presents marketers with unique opportunities to connect with audiences by engaging them in activities they enjoy, satisfying their social presence factor.

AR Takes the Stage

The widespread adoption of AR by major social platforms has propelled the technology into the mainstream. With Meta, Snap, and TikTok leading the charge, AR has become an integral part of the digital landscape, opening new avenues for creativity and engagement. Research data shows that even individuals who aren't typically interested in gaming are drawn to AR, presenting unique engagement opportunities (Ericsson ConsumerLab, March 2019, p. 3).

Content Creation Shift

Advancements in AR technology have democratized content creation, making it easier for brands to develop immersive experiences. What was once a complex and time-consuming endeavor has now become accessible to marketers of all levels.

Playable AR Ads Emerge

At the forefront of this revolution are playable AR ads, which combine gameplay, advertising, and AR. These micro-experiences merge entertainment and marketing by offering users engaging mini-games or interactive experiences within the ad itself. Users can participate in challenges, explore virtual environments, or interact with branded content in a gamified manner, all while being exposed to the advertiser's message. This combination of entertainment and marketing not only captures users' attention but also creates memorable brand experiences, fostering stronger connections between the brand and its audience.

What Drives Demand?

The anticipation of affordable AR glasses, coupled with the fact that AR appeals to a broad audience beyond just gamers, fuels excitement for this format of visual communication. Both brands and audiences are intrigued by the development of visual technology, making AR an enticing prospect for marketers seeking innovative ways to engage with their target demographics.

Case Studies:

AREYES's AR ad projects for brands in Automotive, Retail, FMCG, Entertainment, and Artistry sectors exemplify the potency of interactive AR advertising. Here are a few standout examples:

George Ezra AR:

    Brand: Sony Music
    Objective: Promote George Ezra's new album
    Metrics: Reached over 10 million people worldwide, fostering deeper connections with George Ezra's music.

Ford Puma ST AR Racing:

    Brand: Ford Europe
    Objective: Promote the new Puma ST car
    Metrics: Generated 75,000 game sessions and over 2,000 user-generated videos shared online in just two weeks.

Future:

The anticipation of affordable AR glasses, coupled with the fact that AR appeals to a broad audience beyond just gamers, fuels excitement for this format of visual communication. Both brands and audiences are intrigued by the development of visual technology, making AR an enticing prospect for marketers seeking innovative ways to engage with their target demographics.

Other news