Advertisements have a very simple goal – to capture the attention of people by being as eye catching and unique as possible. The trouble is; traditional technology offers limited scope for doing this. However, advertisers are now finding new options in the rise of augmented technology.
Already there have been some fascinating examples. Pepsi broke new ground with its amazing bus shelter. This appeared to be a normal run of the mill shelter, but AR technology made it appear all sorts of things were happening through the glass screen – it could be a giant tentacle leaping up out of the pavement, or a fleet of flying saucers making their way down the street, or even a man clinging to a bunch of balloons. Either way the intention was to create a truly memorable experience for people and in that they certainly succeeded.
Companies like Vespa have been using Augmented Reality to give users a different insight into the way they can view products. The video below shows how an ipad can be used in conjunction with a printed advert in order to bring the product to life and make it seem like it’s jumping out of the page.
Another campaign for the National Geographic Channel involved a big screen and a busy station. The idea was to allow people to step into the world of National Geographic and so on the big screen commuters could see themselves interacting with leopards, dinosaurs and birds while others dodged lightning as it scorched the floor at their feet.
Companies like @inde (who developed the above ad for National Geographic) are going a step further by turning any space or surface instantly into a smart-screen. By analysing the viewer, it can create content which has been specifically tailored to his or her demographic. With more information about us becoming readily available it’s also not impossible that at one stage in the future we could be getting advertising information which has been specifically tailored to us personally.
These screens can also work for the advertising clients by gathering a huge amount of data about user interaction. It’ll show who looked at the screen and what demographics they fall into. It may even be able to collect information about emotional responses to an advert so clients can draw up a huge range of metrics about how consumers are reacting to their content.
The intention with all these platforms is to create content which is fun, interactive and informative. By doing so, it goes a long way to increasing user interaction and improving the value of advertising for the buyer. We hope to see augmented reality used in more advertisements in the future.
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