AR Innovation: Media and Marketing
Augmented reality (AR) advertising is a growing trend, as consumers become more familiar with the technology via Snapchat filters and Pokemon Go. We highlight the latest AR media, marketing and advertising innovations.
- Immersive Automotive Marketing: In April, US automaker Jeep launched an AR experience in Europe – the Jeep Compass Visualiser – that recreates a virtual, true-to-scale version of the Compass model via an app powered by Google's smartphone AR platform, Tango. Consumers can view the car through the app, walk around it, and even customise the upholstery.
- The app points to the future of automotive marketing, according to Emanuele Ranieri, Jeep's head of customer experience for EMEA. "You should be able to shape the car and watch as it changes in front of you," he says. "Once you're satisfied with your customisations then that's the car we'll make for you."
- AR Banner Ads: The digital display ad is an unloved format, with click-through rate at just 0.05% globally (Google, 2017). British firm Blippar is reimagining the banner ad with its Augmented Reality Digital Placement tech. Enabling marketers to deliver AR experiences direct from digital ads, it initially includes 360° video, with face-tracking, 3D graphical rendering and virtual try-ons to follow.
- AR-Enhanced Storytelling: Publishers are also exploring AR. In May, the Washington Post launched an AR-enhanced story about innovative architecture, beginning with Hamburg's Elbphilharmonie concert hall. Readers can use the Post's AR app to view aspects of the hall superimposed onto their environment, with an accompanying narration by the Post's architecture critic.