Challenges faced during the process of Augmented Reality Advertising
In every phase of advertisement and merchandizing, we get to find a set of loopholes that we tend to unsee but is correctly grasped by our consumers and competitors which gives them an opportunity to rather switch over to a new product sense or another varied advertising that could make them the superior brand. Hence, we must be very careful in our ways of planning and building an AR merchandizing or advertising solution.
There are several examples of augmented reality advertisings from where we can learn the pros, cons, and remedy points for your next set of AR Advertisements. For instance, a company called YouVisit uses AR to help people explore everything from new cities to luxury hotels. They have recently introduced campus tours, allowing prospective students to visit college campuses without the associated travel costs. Students can also explore areas surrounding the campus, which is often part of the deciding factor when choosing a college.
Additionally, many car companies have already embraced advertising through augmented reality. We see a good example of augmented reality mobile advertising with Volvo. To promote their new S60 model, they teamed up with YouTube to give users an idea of what it felt like to drive the car. Users had to start on YouTube and scan the Volvo video and then use their smartphones to “drive” the car whenever they wanted. This use of an augmented reality advertisement campaign saw a jump of 239% in Volvo’s website traffic.
There are three primary challenges that are worthy of mentioning and should certainly be considered in making amends at AR marketing:
User Adaption
Given that augmented reality software overlays digital data onto a person’s view of the real world, it must be delivered via some form of hardware with an element of visual functionality.
This may not be the case in the future if projected holograms become a reality. But for now, marketers must either invest in the types of hardware that allows for public-delivery AR campaigns or create app-based experiences that people can access on personal mobile devices.
However, as experience with most forms of mobile marketing reveals, the current dependence on apps can be an obstacle, because you have to persuade people to download them. So, before you can use AR to market your products or services, you must have a strategy in place to advertise your AR concept. You will also need to market your augmented reality app to your target audiences.
In xperi.nz, we make a readily readable QR code that one can easily read using their Google Lens or Apple Siri Smart Lens to read and observe the AR Model, hence the customer is not made to download any extra apps to hinder their device’s smooth working and still be able to access your products’ AR merchandizing.
Platform Readiness
Making AR available and practical on smartphones is intact and running with many sources like xperi.nz, but is still a work in progress. With traditional AR requiring the use of a headset, the technology needs to be successfully scaled down to work on mobile devices. Also, the user needs to be satisfied with their interaction with AR apps to keep coming back to them.
The Pokémon GO app, for example, frustrated many users because it required them to swipe on the screen in order to interact. Swiping is not something that is done in our normal lives when not using mobile devices, so that element left some users unsatisfied with the interaction technique.
Another factor to consider is that not everyone has a smartphone, and those who do may not have the latest version or keep up with their software updates. This could prevent the app from working properly or even prohibit users from downloading it in the first place.
Of course, mobile device graphics capabilities and other onboard components are continually improving. At this point, it’s still the product and the outreach scheme that is to consider if now is the right time for your business to start using augmented reality app advertising. You may decide that it is a little too early and therefore presents too much risk. But it may also be fruitful depending on the product's outlook and a right merchandizing solution.
Development Complexity
In xperi.nz, our company has an in-house development team, and, so forth does it include augmented reality developers. AR apps are not the most straightforward to develop, although with the launch of Apple ARKit and Google ARCore SDKs the process has become easier. Our app, the 3D SCANNER PRO uses the same modules to develop and stitch the greatest fabricable 3D models for your products in an instant.
If you wish to create models using the 3D Scanner Pro app compatible with older versions of iOS and Android though, you will still need a well-lit room with proper angular lighting and phones with great camera quality, with appropriate photography skills to create augmented reality worthy pictures. If you don’t have the internal resources, you’ll need to seek help from the development company we can provide, that specializes in or at least has ample experience with photography and AR software engineering.
Establishing clear objectives for using augmented reality in marketing and advertising, understanding the challenges, and having a strategy to minimize their impact puts you well on the way to being ready.
The one thing you probably don’t have to worry too much about is whether your target audience is ready to engage with your brand via augmented reality. A 2018 study by GlobalWebIndex found that 65% of consumers in the US and UK are already aware of AR. Also, more than a third of AR users believe that its potential lies in the advertising and marketing industry. That would seem to bode well for the application of augmented reality in marketing.
Your customers are probably ready to interact with your brand through AR, and while device capabilities may remain a limiting factor, it’s a temporary issue. The only question that remains is whether your business is ready — and if you haven’t done so yet, it seems like now is the time to start thinking about it.
Feel free to look for us at www.xperi.nz to have all the look-able details for you to develop an AR merchandizing services to your products, or simply look for us at our social handles — FaceBook, Instagram, and more!
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