It’s Time to Reframe How We Think About Augmented Reality

Editor’s note: This piece is part of our Columnist Network, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today’s column is part of a series with Snap on augmented reality. Below, Rose Marie Adamo, head of global solutions marketing, discusses the impact of a well-rounded AR approach, touching on misconceptions, strategies and results. As a marketing leader, I am frequently asked by other marketers, “How can I start integrating AR into my plans?” My advice is pretty simple: Stop thinking about it like a media tactic. It's an experience, not an ad Search. Video. Sponsored posts. Even articles like this. These are all ad formats meant for digital consumption: The audience engagement is passive in nature, and, often, your audience is probably just waiting for the skip button or scrolling through endless pages of content and feeds as a means to finding something that may spark their interest. It’s interaction without intention. But AR is different. It overlays digital computing on top of the physical world. It’s both opt-in and participatory—the audience chooses to engage and experience AR in their world and, sometimes, on their bodies. In fact, when it comes to ideal business solutions, AR has more in common with a website or an app than a media format. It's more immersive than media AR commands attention and invites interaction in ways that digital media cannot. Buyers can sample your newly-launched products instead of watching an ad or hearing an influencer pitch them. Fans can get in the game and join the celebration rather than tune in from the sidelines. PacSun Dives Into the Metaverse to Hook Gen Z Studies have shown that AR is more immersive than other formats. When we talk about immersion, we’re referring to a person’s relative level of attention and emotional connection—when people are highly immersed, they are paying attention, emotionally engaged and actively committing information to memory. To put it simply, they are “in the zone,” and the experience is resonating with them on a fundamental level, to the point that rates of immersion can predict future behavior. A recent study of consumers from Alter Agents sought to determine just how immersive AR experiences actually are: The study found that AR is more immersive than entertainment industry benchmarks, which considers rates of immersion across 350 experiences, such as playing video games, listening to music and watching films or sporting events. What’s more, the research showed that, on average, branded AR experiences maintain high attention throughout while traditional advertising experiences peaks and valleys over time. When compared to TV and online video, every second of an AR experience is more impactful and delivers positive memories associated with brands. It drives results These high rates of immersion and attention for AR experiences translate into business results—well beyond top-of-the-funnel metrics. Interacting with products that have AR experiences leads to a 94% higher conversion rate, as individuals can better assess them and feel connected with brands. In fact, two in three people are likely to purchase after engaging with a branded AR experience. And brands are taking advantage of AR to unlock consumer confidence before purchase and deliver new revenue. Simply put, this is the start of a commerce revolution. It's worth the investment Every day, brands are launching AR experiences to address business transformation and operational needs well beyond the confines of a marketing department. It provides real solutions to business challenges such as overcoming supply chain delays, helping educate and train employees, putting 3D products in consumers’ hands and scaling real-time product trials globally. With AR, customers can bring your products, showrooms and business directly into their lives via the one thing they always keep close—their mobile phone. AR offers experiences that are both entertaining and useful and deepens consumers' relationship with your business, which accelerates the next step in their purchase journey. It's easier to create than you think Most business owners and marketers assume AR is too complex or costly to invest in. But thanks to a growing roster of free AR development tools and advanced 3D asset creation resources, cost does not have to be a barrier. And the resources go beyond software and tools. There’s a burgeoning, talented AR creator economy with the expertise to support your AR development needs—over 250,000 creators have developed more than 2.5 million AR Lens Experiences for Snapchat alone. When it comes to what to create, remember that AR is an extension of your brand and put your audience first. Design your AR with the same strategic intention and user-experience considerations that you integrate into your app and website development. Integrating AR into your business plan AR should be woven into an evergreen business strategy. Here are some tips to get you started: Revisit your assumption that AR is just a media tactic. It's a digital utility that can help you address challenges in your business and achieve full-funnel marketing goals. Think about the pain points or blockers in your business—discovery, education, conversion, returns—and consider how AR can solve them.Rethink the role AR can play in driving commerce. It's a business tool that can accelerate your objectives and help you drive profitable growth. Consider how you can leverage AR to drive trial and sales. Invest in building out a 3D product catalog to take full advantage of the opportunity.Reframe the way you think about AR asset development. Emerging tools and resources are making AR development faster and more affordable than ever. When building your experiences, consider your investment the same way you would for an app or website, including what to create and where the experience could live. Above all, to really take advantage of all the benefits of augmented reality for your business, you'll need to think outside the marketing box.

Columnist Network

It’s Time to Reframe How We Think About Augmented Reality

Immersive tech is less an ad campaign and more an extension of your brand

It’s an experience, not an ad

Rose Marie Adamo

About

Subscriptions

Events

Publications

It’s an experience, not an ad

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Rose Marie Adamo