Augmented and virtual reality have often been used interchangeably, but there’s a distinct difference: Augmented reality (AR) adds to digital experiences, while VR creates immersive digital environments.
Done through a user’s phone or other device, this allows access to a digital world, letting augmented reality transform how outdoor advertising is created and how brands connect with potential customers. Benefits and advantages are plentiful, not only for brands and businesses but also for pedestrian viewers.
Brands can see how their ads look in the real world before committing to their designs, offering development advantages. Through map software blended with AR, designs and ads can be superimposed on billboard locations already existing within the world.
There is the capability to see how out-of-home (OOH) ads look not only in static formats, but through dynamic digital ads as well. Augmented reality is a multipurpose and innovative digital layer that adds a new level of advertising structures through digital interactivity within reality for brand advertising creations and user experience.
Out-of-home advertising can also greatly appeal to a viewer’s sense of entertainment through AR-fitted ads. A viewer can scan a QR code on an advertisement revealing a new experience. From animations and images popping off of the ad to interactive games that can be played, there are countless opportunities to be had.
Engagement comes with the territory and allows users to spend up to hours experiencing digital worlds. Augmented reality is a new technology with various layers of uses, so let’s cover a general background before exploring some of its opportunities.
The Technology Behind Augmented Reality in OOH
Augmented reality is “an enhanced version of the real world, achieved through the use of computer-generated digital information,” and can be animated, static, and even 3D. AR can be easily accessed through QR codes on billboards and other outdoor advertising, unlocking an entire digital experience that companies can create and viewers can use. AR OOH can reveal animations that leap from the ad and games that can open on one’s device. The limitless possibilities allow worlds of experiences to open up, greatly benefiting both brands and their potential customers.
The Impact on Brand Engagement
Outdoor advertising equipped with AR provides an incredibly engaging experience. Brands can use this technology to view their ads before release, ensuring they provide the most fascinating content possible. This then shows up in a viewer’s experience as they are immersed in a personalized and creative experience, increasing their engagement.
AR creates extended dwell time on ads as users are immersed in in-game adventures and other interactive features that engage with a brand or message. This even opens up opportunities to direct viewers towards a website or other call to action through their phone screen.
Case Study: Burger King “Burn That Ad”
Burger King Brazil is one such brand that took the innovation AR is capable of with a fiery advertisement. They created a device application that allowed users to “burn” their competitor’s ads and replace them with a Burger King ad.
Users were prompted to download a phone app that created an entertaining experience. They were incentivized with a free burger to use their software on burger competitors, resulting in ads being digitally destroyed and replaced with their own. Augmented reality has vast capabilities and leaves a lasting memory within users, ushering in a new age of outdoor advertising with augmented chances of internet virality.
Photo via Burger King.
