Augmented Reality’s Marketing Potential: Insights from Outfront’s Chad Shackelford
Location-based Marketing and Augmented Reality Integration
Chad emphasises Outfront’s unique position in using location-based media for immersive AR experiences. “Out-of-home is inherently a location based media… each location serves as both a signpost and a point of entry into a unique AR experience,” he explained. By tailoring AR content to specific environments, marketers can drive recurring engagement and deliver personalised brand interactions.
AR’s Transformative Impact on Daily Life
Looking ahead, Chad envisions wearables as key drivers of AR’s integration into daily life. “Wearables are going to unlock AR enhancements… transforming everyday experiences.” While acknowledging the recent trend of fantastical AR experiences, Chad highlights the importance of practical applications that resonate with users on a daily basis.
Challenges and Innovations in AR Hardware
Discussing the evolving AR hardware landscape, Chad underscores the importance of user-friendly designs. “It’s not realistic to expect users to wear bulky headsets everywhere they go,” he cautioned. Despite challenges in ergonomics, Chad remains optimistic about AR’s mainstream appeal and its potential to revolutionise marketing campaigns.
Driving Business Impact with AR
Chad shares examples of successful AR campaigns, emphasising the need for strategic alignment with business objectives. “AR offers a versatile toolkit for driving tangible outcomes,” he remarks. By integrating AR into out-of-home platforms, brands can amplify engagement and achieve measurable results, from increasing app downloads to fostering brand loyalty.
Seamless Integration into the Media Mix
As AR becomes increasingly integrated into the media mix, Chad stresses the importance of strategic planning and collaboration. “Understanding the ‘why’ behind AR activations is crucial,” he noted. By prioritising meaningful experiences and allocating resources effectively, marketers can unlock AR’s full potential across channels.
In conclusion, Chad’s insights underscore the transformative power of AR in reshaping marketing strategies. With curiosity and innovation as guiding principles, marketers can harness AR to create immersive brand experiences and engage audiences in new and exciting ways.
For more insights from Chad, watch the full episode of Darabase Meets here:
