Augmented reality in advertising is no longer science fiction

Augmented reality in advertising is no longer science fiction

Companies in every industry are finding it increasingly difficult to stand out in the market, engage audiences and retain them. Customers expect strong stimuli and genuine emotions that reinforce a brand's authenticity and its story. According to research, however, their attention can be captured for only 8 seconds. Dozens of messages compete for this time simultaneously. The winner is the one that enters into interaction, combines real and virtual space, and allows the product to be tried before purchase. A new dimension of communication is provided by technologies such as augmented reality, which long ago ceased to be treated as science fiction.

Being taken by surprise

Being taken by surprise

According to forecasts, in 10 years as many as 69% of consumer decisions will be made on the basis of interactions with smart devices. Virtual advisors will examine audiences' needs, and an online fitting room will match an outfit. Already now, often unconsciously, advanced solutions such as virtual and augmented reality, artificial intelligence and robots are being used in everyday life. They serve entertainment or more practical or professional purposes, but they share one feature – they surprise the audience.

A living image

A living image

Augmented Reality (AR) technology makes it possible to combine the real world in real time with an interactive, digitally generated image. This usually happens directly on a smartphone – after scanning, a given image is supplemented with text, photos, 3D graphic models, animations, videos or sounds. Images in a children's book recognised by an app can therefore "come to life", a product package scanned in a shop can take you to a recipe, a paper furniture assembly instruction can provide a tutorial video, and a logo hanging in a shop window can deliver an extra shopping voucher. And that is only the beginning of AR's possibilities.

The key to the customer's heart

The key to the customer's heart

The surrounding stimuli mean that few things impress recipients of marketing messages any more. To interest and retain a user, you need to deliver information in a convenient way that engages emotions. Augmented reality makes it possible to interact with audiences, stand out and attract interest. It stimulates the imagination and positive associations, and provides new emotions that are the key to modern marketing. It can combine sensory paper and printing techniques, and it allows the boundary between a photo and a film to be crossed.

— Augmented reality will help present products and services in a more interesting way, and make it easy to show the functions and advantages of, for example, production machines or many items at once. It offers unlimited possibilities, among others in ambient advertising: it enriches the message with video, animations, photos, 3D models, maps, quizzes or forms. An interactive advertising board in a shopping centre, a leaflet or a cover is enough. AR technology is not yet widely used, thanks to which it retains the effect of novelty. It arouses interest, draws the customer into an emotional story, entertains and encourages interaction. Such ads require the active participation of the recipient, which is why they are very effective in building the image of a brand and product, while also being easy to integrate with other communication channels – points out Anna Pantus, Marketing Communications Manager at Konica Minolta.

Summary

Augmented reality (AR) is ceasing to be a futuristic vision and is becoming a real marketing tool. It makes it possible to combine the physical and digital worlds in real time — a scanned package or leaflet can take the recipient to a video, 3D animation or quiz. This is particularly important at a time when a customer's attention can be captured for only 8 seconds.

Expert Anna Pantus from Konica Minolta emphasises that AR is still not widespread, so it works with the effect of novelty — it engages emotionally and builds the brand's image. The winner is the one who combines real and virtual space, giving audiences the interaction they expect.