Augmented Reality in Out Of Home Advertisement
In our blog “How to promote your AR filter on Instagram”, one of our main insights highlighted the Out Of Home (OOH) AR possibilities for brands. By easily adding a QR-code linked to your experience on your poster or digital billboard, your campaign extension is just one swipe away. In this blog, we will explain the best OOH practices, advantages of Social- and Web AR for your Out Of Home campaign and what effect it will have on your potential customers.
Bridging the gap between the digital and the real world
Augmented reality has changed the way of traditional media and marketing. AR is a new format that allows brands to overlay their products into real-world environments, creating an entirely new way for consumers to interact with your brand story. It literally bridges the gap between the digital and the real world. This gives businesses the opportunity to create a digital playground for their potential customers, in which they can play around with your product or service. Now that AR is getting more adopted into our daily lives; as it is easily accessible and user-friendly to use, businesses are taking their AR messages to a whole new level; Out Of Home being one of them.🚀
Why Out of Home is the real deal
And we can totally understand why these huge brands are using OOH advertising: it is one of the fastest-growing form of advertising right now. In a world of clicks, likes and page views, Out of Home advertising is more of a core media buy than ever before. OOH is the real thing. It can’t be blocked, skipped or viewed by bots. OOH is always on, surrounding and immersing audiences with real, powerful, advertising, wherever consumers live, work, travel, shop and play (source: oaaa).
Because OOH advertising refers to any visual advertising found outside of the home, we come across it a lot in our day-to-day lives. 98% of consumers are exposed to some format of OOH advertising each week. Think about it; you’ve probably seen many different forms of Out Of Home advertising only when going to work this morning. 👀
Source: Top Media Advertising
Adding AR to your OOH campaign
With AR OOH advertising, posters and billboards come to life with the scan of a QR code or by downloading an app. AR adoption is increasing year-after-year with more brands turning to AR technology to elevate their brand messaging. Adding AR to your OOH campagin can bring several advantages. For example; the excitement of interacting with an immersive AR ad, such as an AR portal, face filter or AR game. In addition, the ability to share the experience online boosts brand awareness and consistently increases sales lift. It’s easy for consumers to take a photo of a billboard and post it on social media. AR makes this even easier as the technology can have social hyperlinks built-in.
What's next in OOH?
Something that struck our mind lately are the amazing OOH’s on 3D billboards. As in the example that OOH Today shared in their article. There are some question marks still, but the effect it creates is jaw-dropping if you ask us!
The old but gold one: AR Burger King project
Burger King cleverly used the billboards of its rivals to advertise their own product by using augmented reality. The ‘Burn that ad’ campaign was launched in Brazil and it enabled users to virtually burn the ads of other competitive burger brands using their mobile phone. Users needed to download the Burger King app and point the camera at a poster or billboard to set it on fire. Once they did that, a Burger King ad was shown in its place and revealed a free Whopper coupon that could be redeemed at the nearest restaurant.🔥
Web AR or Social AR?
Now that AR can be accessed way more effectively (e.g. you don’t have to download an app first to get immersed in the AR experience), it’s up to you whether you would like to go for Web AR or Social AR. Going for the Web AR route will only need a working web browser to access, whereas Social AR requires an installed app. However, the social sharing aspect is often one of the main objectives for brands which leads to the choice of Social AR quite often.
Adding AR into your OOH campaign?
So, let’s wrap up this blog! With OOH advertising being one of the fastest growing media in the world, we believe now is the time to hop on board. Are you ready to explore the possibilities of creating an AR Out-of-Home campaign for your brand? Let us know your crazy ideas, we are ready for them!