Augmented Reality is changing marketing and advertising. According to industry analyst ARtillery Intelligence, augmented reality (AR) advertising rose from around half a billion US dollars in 2019 to 1.41 billion US dollars in 2020 and is expected to exceed 8 billion US dollars by the end of 2024.
AR was already well on its way to becoming the next big thing in digital marketing, but as the pandemic is forcing most of the world to seek shelter locally, it has accelerated that shift and prompted marketers to come up with new and compelling ones Finding ways to virtually engage consumers. Augmented Reality, especially WebAR or web-based Augmented Reality, is uniquely positioned to help marketers and brands engage consumers wherever they want to successfully achieve their marketing goals.
Here are 5 reasons why WebAR should be part of your marketing plans this year.
1. WebAR engages consumers everywhere
Whether it’s a portal to teleport consumers into a branded environment, a wine bottle label brought to life to tell a story, or virtually trying on sunglasses, augmented reality gives your customers the experience wherever they are, also at home . WebAR transforms the world, objects and even the consumer himself into part of an extraordinary digital experience and makes the individual an active participant in your campaign.
The interactive nature of AR results in consumers spending a lot of time on branded content, which in turn leads to increased recall and brand sentiment. According to a recent report from Accenture, 50% of consumers would remember better brands that they used immersive technology on a regular basis and 47% say that immersive technology makes them feel more connected to products.
2. WebAR has an enormous reach
Our smartphones have become powerful augmented reality machines, and WebAR leverages the vast reach of mobile devices to give marketers the scale they need to get results. The 8th Wall WebAR technology supports nearly 3 billion smartphones on iOS and Android platforms. The reach of 8th Wall WebAR Face Effects, which can be used with a webcam on smartphones, tablets, and desktop computers, just extends.
With the ability to reach consumers on a large scale, WebAR campaigns are geared towards great success. In cooperation with its partners at 3ltr Werbung & Film, K5 Factory started a Web AR competition for Müller Milchreis, a multinational manufacturer of dairy products. Consumers were presented with a QR code on select yogurt packaging and asked to scan the code to summon an AR character who virtually peeled off the lid to reveal whether they had won a prize. K5 Factory reported that more than 1 million unique AR experiences were activated as part of this campaign.
3. No app is required to download WebAR
One of the biggest obstacles to the adoption of augmented reality was downloading an app. WebAR eliminates this friction completely. With WebAR, consumers simply click a link or scan a QR code to instantly get in touch with an AR experience in your phone’s browser – no app required. The ease and accessibility of WebAR leads to greater engagement and makes it easier for consumers to share experiences, Promoting virality.
Buu Digital used WebAR in collaboration with Publicis and Zombie Studio to launch a campaign for Brazilian bank Bradesco. The experience was promoted with a 3-minute TV commercial that aired on the Globo network during the semifinals of “The Voice Brasil” season. The spot contained an on-screen QR code that, when scanned, opened up the WebAR experience, with animated fireflies dancing in the consumer’s room. Easy access to the experience by scanning a code on a television screen resulted in 250,000 users simultaneously experiencing WebAR activation within the first five minutes of commercial airing.
4. WebAR can be integrated into your existing marketing mix
Because WebAR is browser-based, the experience can be easily integrated into all parts of a 360-degree marketing plan. A WebAR link can be distributed as part of an email newsletter, SMS message, or push notification. It can also be used as a target for any digital display. A QR code can be displayed on television, printed on packaging or signage, or displayed in shop windows or at events. WebAR can also be featured and experienced in native applications, including popular social networks, and embedded directly on a brand’s website.
Jumanji: The next level in the WebAR experience.
Photo by Trigger – The Mixed Reality Agency
A great example of WebAR as part of a larger campaign was an experience Trigger – The Mixed Reality Agency created for Sony Pictures for the release of the feature film “Jumanji: The Next Level”. In this WebAR experience, consumers placed a tabletop version of the Jumanji world in their own room so they can explore different scenes from the film in 3D. The WebAR experience was part of an overall campaign that included an Amazon page takeover and digital advertising spend. That campaign resulted in consumers spending more money on the 5 minute experience, more than twice the industry average time on WebAR.
5. WebAR has proven results
Accenture says 64% of leading consumer brands are starting to invest in immersive experiences. In fact, WebAR is already used by major brands across all industries and these experiences show ROI, including massive usage, significant dwell time, and high engagement.
Rose Digital used WebAR to help New York fashion brand KHAITE bring their Spring 2021 shoe collection to life. Consumers scanned a QR code included in the KHAITE lookbook to throw virtual 3D shoes into their room so they could view them from all angles. This experience led to a 400% increase in sales for KHAITE and an increase in customer loyalty time by more than 4 minutes.
With a huge reach and a seamless experience, WebAR is ready today to involve your customers everywhere and help you achieve your marketing goals successfully. For more examples of marketers and brands already using WebAR, check out the 8th Wall blog.
Download the Wall 8 WebAR fact sheet for insights to share with your team and clients.