Where virtual reality exists to create rich computer-generated environments,
augmented reality (AR) has the ability to project layers of graphics, animation,
sounds and smell, https://www.youtube.com/watch?x-yt-ts=1421914688&x-yt-cl=84503534&v=si32CRVEvi4 , yes smell, onto real physical objects such as billboards, clothes, packaging etc.
While much of the technology is still in the early stages of
commercial use, there are several AR products already in the marketplace with
advertisers from luxury jewelry to beverage producers to musicians leveraging
the technology to enhance their marketing campaigns. As such, advertisers have the ability to
engage with customers on a level previously not possible; https://www.youtube.com/watch?v=d6irc0jwKC8
The AR industry has been evolving for several years now and has shifted
towards a more segmented structure.
Companies have the ability to leverage out of the box applications to
create one-off campaigns, or decide to fully develop custom apps and solutions for
their customers, such as the below furniture app; https://www.youtube.com/watch?v=5YV8lo-OxZQ#t=80
Forward looking, as applications for AR continue to evolve,
where reality stops, advertisers have virtually unlimited options at their
disposal to market their products in a digitally enhanced world. Further, the benefits of AR go beyond the
marketing budget, as AR will help marketers to not only better track
advertising spend, but will also help companies become smaller in the brick and
mortar sense, while expanding online.
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