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AR is significantly changing the world of advertising. It gives advertisers new opportunities to connect with consumers in powerful and memorable ways, offering an experience they won’t get anywhere else. But what does this mean for OOH advertising? Let’s explore how AR could change the way brands approach outdoor advertising.

The role of outdoor advertising in modern marketing

The role of outdoor advertising in modern marketing is crucial.

Outdoor advertising is a cost-effective way to reach consumers and create brand awareness to build relationships with customers. It is also an effective way to promote your brand or product, as consumers tend to remember advertisements they see more than those they hear about or read about online.

Benefits of using AR in OOH advertising

Augmented Reality (AR) is a new way to interact with consumers in a more meaningful and memorable way, especially when compared to static OOH advertising.

The AR experience is interactive, so it is more engaging for the consumer and can cut through the noise of traditional OOH advertising. It also offers the opportunity to combine multiple channels of engagement across devices, as as you move through the environment, your mobile device will update the content based on its orientation to what is being displayed on the screen – meaning you don’t need to download anything or have additional hardware to make the experience work!

Augmented reality is changing the way brands approach out-of-home advertising.

Augmented reality is changing the way brands approach out-of-home advertising. It’s a new way of thinking about the medium, interacting with consumers and delivering content to them. It’s also a new way of creating memorable experiences for consumers.

Augmented reality (AR) is simply a layer of digital information that can be added to the real environment using smartphone cameras and apps. A user can pick up their phone, open the app and see additional information superimposed on what they see through the camera lens – for example, a 3D model of a product or how it performs against other products in the real world.

New way of interaction

AR offers advertisers a new way to interact with consumers, making the experience more engaging and more memorable for all involved.

AR allows you to create a memorable experience for the consumer, providing an in-depth look at your product or service in a natural setting. This can be done through animations and illustrations that create an immersive experience. Additionally, this type of augmented reality allows viewers to interact with images on their phones and tablets in a way that was never possible before. Brands can also use AR as part of their marketing strategy to help consumers understand their products more clearly than ever before.

When advertisers are looking for ways to cut through the noise and grab people’s attention, augmented reality could be just the tool they need.

AR can be used to create a sense of urgency, allowing advertisers to make their message more compelling by giving them less time to sink into the message before it disappears or changes to another.

Conclusion

The possibilities of augmented reality are endless, and its use in outdoor advertising is just the beginning. From immersive experiences that turn the world around us into a playground for brands, to interactive displays that bring ads to life right before our eyes, AR is changing the way we see the world. It’s only a matter of time before every billboard has an AR element built into it – and maybe even before we stop thinking of them as billboards at all!

Advertising campaigns using immersive technologies such as Augmented Reality (AR), Virtual Reality (VR) or Mixed Reality (MR) allow the introduction of completely new forms of user engagement that were previously unknown.

Marketers have gained valuable tools to create new advertising formats that are able to hold the audience’s attention longer than traditional advertising. Not all existing factors for analysing advertising campaigns will be accurate in XR campaigns, as they do not include a number of new variables that are crucial to immersive technologies.

What we can measure in the XR campaigns?

The parameters for measuring the effectiveness of XR activities will vary slightly between the platforms and technologies used (social media, web campaigns, mobile apps, VR goggles, etc.). Some will give us broader opportunities to monitor user behaviour, and a few platforms will exclude some of the parameters.

What exactly can we monitor?

• Impressions Number of total impressions of the XR experience. The indicator is particularly noteworthy during a campaign using AR filters on social media, where users sharing AR filters will generate displays among other users. Displays will not be applicable in campaigns on other platforms that aim to focus the behaviour of a single user inside the XR experience, such as mobile or web apps.
  
  
• Opens/Scans Total number of uses of the XR experience by users.
  
  
• Captures Number of photo/video saves using the XR experience. This indicator will be particularly relevant for social media campaigns, where the user will be able to save a video or photo they have created to the gallery.
  
  
• Shares Number of photo/video shares using the XR experience.
  
  
• XR Engagement Rate This indicator compares the percentage of full user engagement (number of impressions, likes, shares, etc.) in an XR campaign compared to non-XR activities.
  
  
• Dwell Time Total time the user spent actively engaged in the XR experience.
  
  
• Unique Users/Return Users The number of unique users who have used the XR experience and the number of those who have done so more than once.
  
  
• Conversions The number of users who used the AR experience compared to the number of users who performed the action assumed in the campaign (e.g. purchase, newsletter sign-up, etc.).
  

How do you set the KPIs of an XR campaign?

When determining the KPI of a given campaign, we should first of all match our expectations with the platform on which we are implementing it. We should also realistically assess our technological capabilities, analyse potential barriers for users and then define the key objectives we want to achieve.

Sample KPIs:
– 10% increase in brand awareness as measured by number of impressions greater than X

– 2% increase in sales measured by conversions

– X mentions on social media

In addition to a suitable campaign concept tailored to our target group, it is also very important to optimise the User Experience of our XR experience – the easier and more intuitive it is to use, the better the results will be. After implementation, great importance should also be placed on proper communication. Even the best solutions with poor communication will not encourage users to use them, especially with immersive technologies, which for many are often the first they come into contact with.

When can we consider the XR campaign as a success?

Criteria for the success of an XR campaign will vary depending on the objectives we set before launching the campaign and the platform and technology we choose. Important factors that should be considered when assessing the success of an XR campaign include:

• Campaign reach: the number of people who came into contact with the campaign (e.g. by attending an XR event, watching a live broadcast or by using the XR app).
• Campaign impact: the extent to which the campaign changed the attitudes or behaviours of the audience. This can be measured through surveys or post-campaign surveys.
• Campaign influence: what impact the campaign had on the public or on a specific target group. This can be measured by analysing the increase in awareness.
• Campaign effectiveness: the ratio of costs to results achieved. Analysis of whether the campaign delivered the expected results in relation to its budget.
• Participant satisfaction: the extent to which participants in the XR event were satisfied with the experience. This can be measured by post-event surveys.