AR is an exciting new piece of technology, but few brands understand how to use it. When executed properly, businesses enjoy a spike in sales and consumer engagement. On the other hand, AR videos that don’t line up with the consumer’s environment can break the illusion.
Here’s an inside look at how brands can build AR into their marketing strategies and what to consider when filming motion media that might become augmented for viewers.
AR is the newest marketing tool
There’s never been a better time for augmented reality to take over the world of marketing. Everyone has a smartphone, and consumers only need to position their camera over a marker to generate an immersive, multimedia experience. AR proves that nothing is ever as it seems, and we can unlock hidden possibilities in our environment if we’re prompted to look for them.
Since AR is still relatively new, consumers often jump at whatever chance they get to try it out. Brands that successfully pull off an augmented reality experience have a high conversion rate simply because potential customers are curious about the new technology. AR is a sure-fire way to demonstrate your brand’s innovation and stay one step ahead of competitors.
How brands harness the power of AR
Brands can play with augmented reality in many different ways. The innovative technology allows consumers to cross the bridge between print and digital media, making it ideal for scannable ads that lead to interactive digital experiences. When consumers visit a retailer’s website via phone or tablet, augmented reality makes it possible for them to imagine how a product would look in their homes. Consider, for example, Amazon’s AR View tool, which allows people to envision furniture in their home using AR before making a purchase.
Augmented reality even lets users unlock exclusive content after they purchase a product. With the quick scan of a marker, they can pull up content that encourages them to use a product in new and inventive capacities. It’s not just static markers, either. AR has bridged into video, giving people the opportunity to watch media while augmenting it with AR features that create a truly immersive experience.
AR requires a careful approach
A marketing team’s approach to video production depends on whether or not they want to adapt the video content for augmented reality. For instance, the dimensions of a video file have to perfectly match those of its corresponding marker. If the dimensions don’t line up, the AR feature might look flat or out of context. It’s important to film with future augmentation in mind, including using depth and aspect ratios that support the inclusion of dynamic media via AR.
That said, not all video content is AR compatible. Marketers with video production experience aren’t necessarily equipped to create a compelling augmented reality experience. AR best serves companies who take the time to understand how it works and generate video content specifically designed for multimedia interaction.
Don’t worry if your business hasn’t experimented with AR yet. The technology is still evolving, so it could be a while before augmented reality becomes more commonplace. Until that day comes, keep an eye out for AR experiences in the world around you and consider how you can apply it in the future. Specifically, watch for well-done videography that supports AR components and take notes on how the media and the interaction pair together.
Spin Creative’s video experts can help your brand create video that supports augmented reality as part of an effective marketing strategy. Say hello to get started on your next project.
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
