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. The results of XR campaign may vary with the technology and use case.
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 track in the results of XR campaign?
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.
– 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 of XR campaign 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 results of XR campaign as a success?
Criteria for the positive results of 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.
In conclusion, running an effective XR campaign involves a careful blend of strategical planning, setting precise KPIs and accurate tracking of pivotal performance metrics. With advancements in technology introducing new forms of user engagement and demonstrating exciting possibilities in the realm of advertising, XR campaigns represent an outstanding combination of creativity and technology.