My team and I created an informative and vibrant poster presentation on the subject of Augmented Reality (AR) Enhanced Advertising. This task allowed us to be creative with our designs and create a piece of work that is aesthetically pleasing but also informative.
In order to complete this project successfully each of us in our group divided different parts and assigned ourselves roles. My role in the project was to research the future of AR advertising and find real life examples to include. My individual contribution consisted of the research and design of the slide 'Future of AR Advertising'. I researched areas such as: experiential marketing, personalisation, mobile marketing and AR equipment. Additionally, throughout the project I assisted team members and gave my advice on how to improve the aesthetic of the presentation. Our presentation was extremely successful and we were very pleased to achieve a high grade of 78% (Distinction) for this piece of work.
What is AR advertising?
AR advertising is a form of advertising which combines the real world and the digital world. This form of advertising helps to create a strong relationship between the consumer and the brand by offering an interactive experience (Nikolaidis, 2022). Consumers can scan a QR code using their smartphones to participate in an interactive advertisement. This form of advertising can create a memorable and immersive experience for consumers. The number of active AR users is expected to reach 1.73 billion by 2024 (Engine Creative, 2023).
Examples:
Farfetch Snapchat Filter
One example includes a Snapchat filter in collaboration with fashion brands Farfetch and Prada which allowed users to virtually try on products. The feature allowed the users to picture themselves wearing the item of clothing and provide a virtual fitting room experience.
Amazon Salon
Another example includes the Amazon Salon where users can virtually dye their hair in different colours and see the result for themselves. This immersive experience allows consumers to test out multiple products before making a definite decision.
Why brands use AR?
Brands may use AR advertising for several reasons, for example, this form of advertising increases sales, provides higher consumer engagement and leads to stronger emotional connections. User experiences that involve AR are 70% more memorable than those that do not and allow the user to be a participant in the advertisement (Engine Creative, 2023).
We’ve researched brain response to many different media, and this study has shown that AR delivers exceptionally high attention levels—45% higher than the average we see for TV viewing or general online browsing.
– CEO of Neuro-Insight UK, Heather Andrew (Engine Creative, 2023).
The future of AR
The future of AR may include more personalisation, mobile marketing, increase of virtual reality equipment (i.e. goggles and glasses) and experiential marketing. AR advertising will become a mainstream form of advertising and consumers will develop deeper and more emotional connections with brands.
Upon reflection, in the beginning we were quite unsure how to move forward with this project and allocated ourselves roles that we felt we were comfortable with and could present with our best ability. We were proactive and made sure to help one another throughout the project and consulted our lecturer with numerous questions to clarify our doubts and gain some advice which helped us improve immensely.
Testimonials
I loved working with Bella, she was creative and reliable and always brought a positive mindset to the workplace
– Maya Mohamed (Team Member).
Bella was always reliable and open to work on any ideas that we had for our group projects
– Viviane Tonoli (Team Member)