What are the benefits of using AR in out-of-home advertising?
Out-of-home advertising (OOH) has long been recognised as a powerful tool for enhancing brand visibility and reaching a broad audience. Now, with the integration of Augmented Reality (AR), OOH campaigns are taking on a new dimension, offering enhanced engagement and interaction with consumers as well as conversions. In the second blog post in our AR 101 series, we’ll explore the myriad benefits of using AR in location based campaigns and delve into what makes it effective.
Increased Brand Awareness and Recall
Incorporating AR into OOH campaigns doesn’t just capture attention, it also leaves a lasting impression on viewers. By immersing consumers in memorable and interactive experiences, brands can boost brand awareness and recall. Consider Octopus Energy’s Immersivans, where scanning a QR code on the van allows the user to “tear back” the side of the engineer’s van unveiling a 3D animated scene showing the character Constantine the Octopus powering the van from his aquarium home. Users were able to take an underwater selfie with Constantine and his fishy buddies to share with their friends via social media, encouraging user generated content and interactions among the user’s followers.
Enhanced Engagement
One of the primary advantages of OOH AR advertising, is its ability to captivate and engage consumers in a way that traditional static ads cannot. By overlaying digital content onto physical posters, billboards, or other OOH media, brands can create immersive experiences that catch attention and encourage interaction. Take, for example, the Mayfair Walking Tour AR experience, where users are transported back in time through archive images and videos overlaid onto real-world locations. This immersive journey not only educates but also deeply engages users with the brand’s story and heritage.
High Converting Experiences
High conversion rates are a hallmark of AR experiences. By providing consumers with 3D interactions through billboards and other OOH media, brands can effectively guide them towards purchase decisions. The dynamic nature of AR content allows for engaging storytelling and product demonstrations that resonate with audiences, ultimately influencing their buying behaviour.
McDonald’s Christmas campaign leveraged AR to let customers decorate restaurants with virtual festive decorations, creating memorable and shareable moments for patrons. By integrating AR into the dining experience, McDonald’s improved customer engagement and fostered a sense of joy and festivity, driving footfall and brand loyalty.
AI-Powered Personalisation
In the realm of OOH marketing, the fusion of Artificial Intelligence (AI) and AR is revolutionising campaign creation, ushering in intelligent and personalised experiences. AI mimics human intelligence on a vast scale and can be used in collaborations with AR to accelerate decision-making and creativity, and forge deeper connections between brands and consumers. And this synergy promises substantial market growth, making it an attractive pairing. Analytical AI processes real-time data to predict user behaviour, while generative AI creates dynamic AR content applicable to user interactions and location. The integration of AI and AR delivers personalised experiences which swiftly adapt to changes and user inputs, transforming passive content into interactive, tailored and context aware campaigns. Marketers are seizing the opportunities to innovate, and preparing for exponential growth in AI-driven AR marketing.
High Street Innovation for Retail
Retail brands like Tommy Hilfiger are using OOH AR for innovative wayfinding solutions. By integrating AR experiences into physical store environments, brands can guide customers to nearby retail locations, enhancing the shopping experience and driving in-store foot traffic. Tommy Hilfiger’s Piccadilly Lights campaign showcased the potential of OOH AR for retail wayfinding, seamlessly bridging the gap between digital and physical retail environments.
Is it Time to Say Farewell to Faux OOH?
In the realm of marketing and advertising campaigns, authenticity is now key. While CGI-based faux OOH campaigns may garner attention, they lack the genuine connection and interactivity of AR experiences. OOH AR campaigns offer a more authentic and engaging alternative, enabling brands to forge meaningful connections with consumers in the physical world. By bringing static posters to life and enabling real-time interaction, OOH AR transcends the limitations of traditional advertising, delivering unparalleled engagement and impact.
Final Thoughts
AR represents a paradigm shift in marketing, offering brands a unique opportunity to connect with consumers in meaningful and memorable ways. With innovative AR experiences boosting brand awareness, enhancing engagement, driving conversions, and fostering authentic connections, OOH AR holds the promise of delivering genuine ROI and elevating brand storytelling to new heights.
AR 101 is part of a series of blogs all about Augmented Reality and the opportunities presented to marketers. Check out part 1 in our series by clicking here or head over to our immersive AR studio page for more information about the work we do.
