Augmented reality, often referred to by the acronym AR, is one of the emerging technologies that is transforming the world day by day. At Impulse Analytics, our team is very drawn to the arrival of this technology. But what exactly is it?
Augmented reality has the ingenious ability to blend the virtual with the real world. It allows for the interaction between digital data (most often in 3D) and the real environment, all in real time. This mechanism creates the illusion for the user of a reality that is actually an overlay of digital elements on the real world.
Although this phenomenon has only gained popularity and been exploited for commercial purposes in recent years, its conception is much older, dating back to 1968!
It was Ivan Sutherland who created the first HUD (Heads-up Display) helmet. This device provided a transparent vision through which it was possible to interact using head movements.
This technology was quickly exploited by the military and rapidly evolved to be used in numerous fields such as video games, mobile applications, cinema, medicine, robotics, and many others.
A perfect example of AR is the Pokémon Go app, which achieved massive success. This app allows users to capture Pokémon in our own “real” universe.
AR vs. VR
It’s important to distinguish between augmented reality and virtual reality (VR). These concepts are often confused. VR requires special equipment, like a headset, to immerse users in a completely virtual world. In contrast, AR allows virtual elements to enter our “real” world and only requires a screen.
Brands quickly recognized the immense potential of AR, especially its impact on consumers. AR captivates users’ attention and encourages deeper investment through immersive experiences. According to a study reported by The Drum, AR holds people’s attention for an average of 85 seconds, boosts interaction rates by 20%, and increases purchase click-through rates by 33%.
AR allows brands to stand out with unique, personalized, and sometimes wild advertising campaigns. These campaigns go beyond just social media posts; they span print, packaging, magazines, outdoor advertising, and more. Examples include:
- BBC Earth, with an AR bus shelter campaign: Watch it here
- Timberland, offering virtual fitting rooms: Watch it here
- Burger King, with quirky AR ads in the streets: Watch it here
Many brands such as Uber, Coca-Cola, Lacoste, Adidas, L’Oréal, and more have also embraced AR for their marketing campaigns.
The craze for filters on Snapchat and Instagram (or social media)
We may not always realize it, but we use this technology daily.
Applications like Snapchat and, more recently, Instagram have successfully harnessed AR through their “Lenses” or filters. These filters help them retain a large user base.
Snapchat, the app that allows users to instantly share messages, photos, and videos, was the first to enable users, in 2015, to personalize their photos by adding a filter directly from the camera (while taking the photo/video).
Although Snapchat was the first to introduce filters, this technique is now available on almost every platform.
Anyone can create and share their own filter. According to Reality Filters, over 2.6 billion sponsored filters are viewed and sent daily, and 70% of users on these apps engage with AR filters every day.
On Instagram, this feature arrived a little later, in 2019, and it has continued to evolve and improve daily, allowing its community to create AR filters for Instagram stories.
There are several ways to utilize and exploit Lenses:
- To create filters by adding effects to the face, allowing it to perform an action with movement.
- Allowing the user to add a 3D element in a real environment.
- Allowing the user to add a 3D element in a real environment.
Credits : Engadget
- Games that require movement.
More recently, the TikTok app has been making waves in augmented reality and enjoying significant success.
This app, much newer than Snapchat and Instagram, is experiencing exponential growth in its user base. The platform offers many filters, allowing users to create short videos and share them with the public.
However, it has not yet allowed advertisers to create virtual experiences to promote their brands and products. But this feature is likely coming soon.
Seeing the daily use of these platforms and the phenomenal success of these filters, the advertising market is adapting and getting involved.
These platforms offer a new way to promote a commercial product, creating a fresh experience. For example, Nicki Minaj was the first to promote an album through an ephemeral filter on Snapchat. To launch her album “Queen,” Snapchat featured a special filter with Nicki Minaj’s music in the background and a “shop” link.
The following button allowed users to make purchases directly within the app without the need to be redirected to an external website. Other brands, like Adidas, Amazon, and others, have also used filters for promotions, though users were redirected to a website in those cases. Additionally, Snap Pixel was introduced to help advertisers track the number of sales generated after users interacted with promotional filters.
Today, creating custom filters is simple and accessible to everyone, with various platforms providing tools to help. These include ARKit for Apple, Reality Labs for Facebook, ARCore, Google Lens, Swirl for Google, and AR View for Amazon.
Augmented reality (AR) creates an emotional connection with its users, offering them a unique experience and making them feel like active participants. Brands have recognized this and have capitalized on the technology to engage consumers more effectively. AR has now become an essential and indispensable tool in marketing, creating a powerful attraction to help brands connect with and engage their target audience.
At Impulse Analytics, we specialize in Instagram Ads and Snapchat Ads. We regularly assist companies across different sectors. Whether you’re launching a new business or looking to accelerate growth, feel free to book an appointment for a free initial audit of your account.
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