How can you create the best out-of-home augmented reality experiences?

Previous blogs in our AR 101 series have discussed how Augmented Reality (AR) has emerged as a powerful tool for advertisers looking to captivate audiences using digital content layered onto the real world. AR technology in out-of-home (OOH) advertising creates a realm of possibilities to engage consumers on a deeper level. Creating successful AR experiences, however, requires strategic thinking, compelling creative and carefully planned execution. In this guide, we’ve gathered our top tips for crafting immersive and effective AR advertisements that leave a lasting impact.

1. Integrating AR into your Marketing Strategy

It’s essential to align your AR experiences with your overarching marketing objectives. Here’s how to do it:

• Integrate AR into your Marketing Strategy: AR isn’t a standalone gimmick, it’s a tool that complements your other marketing activities and enhances and amplifies your existing marketing initiatives. Coordinate messaging, branding, and promotions across traditional advertising, digital marketing, social media, and PR efforts to create a cohesive brand experience for consumers. 
• Define clear objectives for your AR experience: Specify what you want to achieve with your AR campaign and your expected results. Whether it’s increasing brand awareness, driving foot traffic to physical locations, boosting product sales, or fostering deeper engagement with your target audience, having well-defined goals will guide the development and implementation of your AR experiences.

2. Design Principles for Effective AR Advertisements

When designing AR advertisements for public spaces, the appropriate design for your location is key. Focus on delivering a clear message or call-to-action that responds to and enhances the user’s environment.  Opt for bold and relevant visuals that will capture attention amongst the other distractions of the physical location. Keep copy concise, especially if people will be walking past rather than stopping.  Additionally, if it makes sense in the location, consider incorporating interactive elements and intuitive navigation to encourage users to explore and interact with your brand, including options for social sharing and creating user generated content (UGC). 

If you’re not sure where to start, partnering with a trusted AR technology provider who specialises in location-based AR can help you collaborate on ideas and decide what is possible within your budget and brand guidelines, as well as which locations would work best.

3. Location Best Practices

QR codes serve as the gateway for many AR experiences, making them essential components of most campaigns. Ensure QR codes are prominently displayed in your campaign materials and easily scannable from a distance. Although it may seem obvious, providing clear instructions on how to access the AR content will maximise engagement.  You can also embed AR functionality directly into branded mobile applications to provide users with on-the-go access to immersive experiences which can be used outside specific restaurants or shops. Offer rewards, discounts, or exclusive content through AR activations within the app, incentivising users to engage with your brand digitally. Most location-based WebAR activations are still triggered by QR codes, however, increasingly technology is enabling AR to be placed directly on different buildings and areas via visual positioning software.

Outdoor environments present unique challenges for user interaction in AR experiences. Account for factors such as varying lighting conditions, background noise, and physical obstacles when designing your interface. Prioritise simplicity, and contextual relevance and functionality to ensure a successful user experience.

Before deploying AR content in public spaces, familiarise yourself with local regulations and guidelines. Respect property rights and obtain necessary permissions for displaying AR advertisements on private property. Partner with a trusted AR team who can provide an inventory of properties to ensure compliance and avoid potential legal issues.

Selecting the right locations for deploying your AR experiences is paramount to reaching your target audience. Here are some examples of strategic placement options to drive awareness and engagement:

• Existing OOH Media: Use high-traffic OOH advertising spaces such as digital billboards or landmark installations to showcase your AR content. Capture the attention of passersby with eye-catching visuals and compelling calls-to-action that prompt them to engage with your AR experience.
• Retail Environments: Partner with retail establishments or entertainment venues like bowling alleys to integrate AR experiences into their physical spaces. Enhance the customer experience by offering interactive AR activations that complement the environment and encourage participation.
• Experiential Marketing: Make use of experiential marketing events and activations to introduce consumers to your AR content. Create immersive brand experiences that align with the theme or purpose of the event, fostering memorable interactions and generating buzz around your brand.
• Other Potential Locations: Target specific locations where your target audience is likely to frequent, such as shopping districts or business hubs. Deploy AR experiences in these locations to directly engage with consumers in their day-to-day environments, increasing the likelihood of interaction and brand recall.

4. Creating Maximum Impact

To maximise the reach and impact of your AR advertisements, consider UGC for social media amplification. Encourage users to share their AR experiences on platforms like Instagram, Snapchat, and TikTok, generating buzz and virality around your campaign. Implement shareable features within your AR experience, such as filters, hashtags or stickers, to facilitate user-generated content creation. 

Take advantage of always-on advertising to continuously test and refine your AR creatives. Using no-code AR software to quickly iterate on different concepts and gather real-time feedback from users, is a great option for this. This iterative approach allows you to easily optimise your campaigns for maximum impact and effectiveness.

5. Considerations for User Interaction and Technology Adoption

In addition to outdoor environments, it’s essential to consider the technology landscape and user behaviour when designing AR experiences. Take into account the devices and platforms your target audience is likely to use, whether it’s smartphones, tablets, or wearable AR devices. Design your AR content to be accessible across a range of devices and compatible with popular AR frameworks and applications.

Furthermore, consider factors such as internet connectivity and device compatibility when designing your AR experience. Optimise your content for seamless performance on both high-end and entry-level devices, ensuring a consistent and engaging user experience for all users.

In conclusion

By incorporating location-based strategies into your AR advertising campaign, you can ensure maximum visibility, engagement, and impact among your target audience. Tailor your approach to the location to maximise the effectiveness of your AR experiences and leave a lasting impression on consumers.

If you’re looking for a trusted partner, take a look at Darabase’s AR Immersive Studio to see if we can help bring your vision to life.

This blog is the third in our AR 101 series. Check out our others on our News page.