Entering a New Era of Possibilities
The realm of computing is undergoing a profound shift from confined screens to an immersive integration into our surroundings. This groundbreaking transition, termed spatial computing, is being catalyzed by augmented reality (AR), a technology that is rapidly gaining momentum. This surge holds immense promise for marketers and brands seeking to tap into new dimensions of engagement and interaction.
According to Deloitte's research, AR is projected to be embraced by a staggering 75% of the global population by 2025. This transformation is already underway, with a significant presence of AR on popular social platforms.
· Snapchat boasts a user base of 280 million actively engaging with AR.
· Instagram and Meta-owned platforms report a monthly AR usage by 750 million individuals.
· TikTok reveals that one in four videos shared incorporates AR elements.
The trajectory of AR adoption across these platforms is ascending steadily, signifying a growing appetite for augmented experiences. Web-based AR is also gaining traction, with nearly 1.7 billion monthly users engaging with this technology.
A Glimpse into the Future
Apple's Tim Cook aptly remarks, "Zoom out to the future and look back, and you'll wonder how you led your life without AR." Similar to the democratization of desktops and the connectivity of the internet, we are witnessing a shift towards AR becoming an integral part of our daily lives. This technology facilitates the way we interact not only with each other but also with the world around us.
Navigating the Challenges of Modern Marketing
Amidst the complexities of modern marketing, attention has emerged as a pivotal challenge. In an era inundated with messages, the average person encounters around 4,000 marketing communications daily, leading to a tendency to tune out the majority of such content. This changing media landscape calls for a fresh approach, as traditional methods of communication struggle to align with evolving media consumption habits.
The Power of AR in Reshaping Engagement
AR presents an innovative solution to the attention dilemma. Unlike traditional marketing, where messages are pushed, AR invites users to actively engage and incorporate brands into their personal spheres. This technology fosters hyper-personalization, allowing marketers to provide fully immersive and relevant experiences. By inviting consumers to interact with products, AR bridges the gap between brand and consumer in unprecedented ways.
Harnessing AR's Potential Across the Marketing Funnel
AR is not only transforming attention but also enriching every stage of the marketing funnel.
Drive Awareness: Amazon Prime Day leveraged AR to create an immersive experience replicating their TV ad, thereby increasing engagement and awareness.
Encourage Consideration: The Colgate teeth whitening app exemplifies how AR can educate and entertain users, influencing their consideration process.
Drive Action: The Australian Navy's AR experience effectively drove potential recruits to take direct action.
The Marriage of Spatial Computing and Human Interaction
Spatial computing empowers computers to perceive the world from a human perspective. Coupled with advancements in voice recognition, 3D hand tracking, and connected lenses, this technology enhances the intersection of the physical and digital worlds. Hand tracking and voice ML facilitate frictionless interactions, while connected lenses foster shared experiences among users.
Embracing the Future of AR
Although augmented reality (AR) has often been regarded as a sporadic innovation strategy and largely associated with experimental endeavors, it's becoming evident that the landscape is shifting.
While many marketers tend to gravitate toward the familiarity of video due to its cost-effectiveness and consumption patterns, a significant change is unfolding. The adoption of AR is surging, positioning it as the second-largest growing advertising format after digital mobile video.
This paradigm shift opens the door to a new approach: instead of adhering to a single-format strategy, we can now embark on a multiformat split test and multivariant experimentation.
As a result, the creative arena will witness not only the incorporation of various formats but also an increased appetite for experimenting with creative content itself.
Furthermore, this trend is inspiring marketers to explore ways to diversify their communication strategies beyond the confines of the digital realm.
In a world driven by spatial computing, technology giants are heavily investing in the AR space.
As marketers, three key points are crucial:
· Adapt communication strategies to suit fluid attention patterns.
· Embrace AR's growing presence, as it promises a simpler and more accessible engagement platform.
· While the medium evolves, the fundamentals of effective communication remain constant.
As we ride the wave of AR's ascent, we must seize the potential for genuine and immersive brand engagement, navigating the evolving landscape with creativity and strategic insight.
Tools for AR Development
Creating AR experiences has become more accessible through dedicated platforms:
Spark AR on Meta: https://sparkar.facebook.com/ar-studio/
Effects House on TikTok: https://effecthouse.tiktok.com/
Lens Studio on Snapchat: https://ar.snap.com/lens-studio