Optimize the global increase in screen time with augmented reality

by Sarah Shea
August 6, 2020

To Screen or Not to Screen 

 

In a world of stay-at-home curbside dinner orders, toilet paper shortages, and more virtual happy hours than we can count, we rely on a single screen — or many screens — to keep us sane and connected. It’s no secret that screen time has dramatically increased since the novel coronavirus. With that increase have come new and unique ways to communicate, entertain, and market. Augmented Reality (AR) technology has become a prominent player in the age of COVID-19. New uses and users continue to be discovered, especially in the B2B marketing space. 

 

AR Is the Answer 

 

Augmented reality proved itself as obstacles arose while working from home during stay-at-home orders. Virtual events have grown in popularity (and necessity) and AR can be used to help make these events more effective and engaging by allowing attendees to bring aspects of the event into their own homes. AR also allows product demos to be done from home, which can speed up the buying process by allowing consumers to directly interact with the product in a familiar environment. Think of IKEA using AR to show customers how the couch fits in their living room before buying it. According to a recent Showpad study, 38% of business buyers reported that AR would accelerate the buying cycle. Internal communication is a lot more fun from home with added AR filters, effects, and games. AR-enabled Instagram filters are great for attracting potential clients on social media while giving happy clients a fun way to communicate their love for the agency — all ultimately driving sales and loyalty. 

Step into the World of AR 

Now is a perfect time for brands to step into the AR space. Research by eMarketer shows that 51% of US adults use social media at higher rates during the pandemic, meaning more people than ever are searching for a quick distraction from reality. Accentuate that reality with branded AR experiences to stake your claim as a pioneer in augmented marketing before usage rates normalize and innovative approaches risk becoming routine post-pandemic. 

Augmented reality technology isn’t exactly new, but it is becoming more commonplace year after year. Per recent Statista data, by 2023 there will be an estimated 2.4 billion mobile AR users worldwide, an increase of 2.2 billion over the 200 million users recorded in 2015. If you thought about dipping your toes into AR but didn’t see a relevant entry point, look again. People and brands are finding new uses every day to increase consumer experiences — be one of them.  

 

AR is an Immersive Experience 

 

Advertising and marketing campaigns that take advantage of AR technology are immersive, helping to create a special emotional connection with consumers. Go beyond billboards that can only be viewed. Allow your audience to see, interact with, and become part of your brand story. Where will augmented reality take your brand — and your customers’ experiences — next? 

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