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Available online at www.sciencedirect.com

Journal homepage: www.elsevier.com/locate/rgo

Augmented Reality Make To Be Better Advertising for Future

Rizki Maulana, Rizki Maulanab, Rizki Maulanaa

aSchool of Engineering, Youngsan University, Yangsan-si Gyeongnam-do 626-790. R.O.KoreaaDepartement of Law, Youngsan University, Yangsan-si Gyeongnam-do 626-790. R.O.Korea

HIGLIGHTS

Higher Ed’s Augmented-Reality Ambitions Highlight Infrastructure Requirements Augmented Reality (AR) offers truly exciting, cost effective benefits to your business Virtual and Augmented Reality: Technologies and Global Market How “Pokemon Go” Took Augmented Reality Mainstream

A R T I C L E I N F O

Article history: Received 9 December 201502 January 2016Accepted 07 February 2016

Keywords:Augmented Reality , Advertising, Customers.

A B S T R A C T

Augmented reality is using technology to superimpose information on the world we see. For example, images and sounds are superimposed over what the user sees and hears. Picture the "Minority Report" or "Iron Man" style of interactivity. This is rather different from virtual reality. Virtual reality means computer-generated environments for you to interact with, and being immersed in. Augmented reality (also known as AR), adds to the reality you would ordinarily see rather than replacing it.

© 2016 Elsevier B.V. All rights reserved.

1. Introduction

Augmented reality can be used as part of any advertising or marketing campaign as a way of targeting a particular demographic in order to boost sales or promote a new product. This article looks at how advertisers use augmented reality to encourage customers to engage with their goods or services before purchase. This can form part of a company’s marketing strategy where the aim is to identify and target a group of customers in order to satisfy their needs. This can also lead to fruitful long term relationships.

2. Augmented Reality Advertising

Advertisers are looking at using augmented reality as part of a marketing drive in order to attract new customers as well as retaining existing ones. This means developing an in-depth knowledge about their intended customers; who they are, what they need and why they need it. This means understanding their browsing habits and the triggers for buying. For example, a young person such as a 19 year old male would be shown images of the latest gadgets or an item of sportswear as they walk through a shopping centre. This is a direct way of appealing to their subconscious needs as well as helping them to choose the right product. Another example of this is targeted adverts when browsing online. You may be visiting a particular website when a series of carefully targeted ads pop up which display items that you had previously looked at. These are based upon your browsing/buying habits

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and adopt a personalised approach to marketing. The same applies to augmented reality advertising only the difference here is that you are shown a series of graphical images overlaid on real world objects. For example, a display board which advertises holidays as you wait at a bus stop or a series of adverts for mobile phones as you look in a shop window. These images are viewed through a mobile phone or form part of what is known as ‘digital signage’. This signage can be combined with augmented reality to the extent that it is able to recognise an individual customer and shows images based upon their buying habits.

3. 5 Benefits of Augmented Reality Marketing

Although augmented reality ideas may be residing in the back of the minds of many marketing heads and social media agency directors, the possibilities of the new technology can bring numerous benefits. The concept of augmented reality is one that is lost on many people, but its appeal is nonetheless there for all to see.

Perhaps the first successful example of such marketing techniques can be seen in the “Hero” movie from Sweden, which takes an image of the user and uses it to portray them as a public hero within a video. Other examples of this have sprung up since, and the one that stimulated this post was the new “Your Team Your Dream” campaign from Sky Sports, which took me on a fantasy journey to becoming a world renowned professional footballer. Not something you’d see every day I hear you say. Here are a few examples of what augmented reality applications can achieve and bring to an overall marketing campaign:

1. It is unique / different (for the moment) – The novelty factor of such applications will obviously wear off as more and more are created and used, but for the meantime, the onus is on brands to make the most of this exciting technology and extend it from infancy. The possibilities of augmented reality are only just being explored, and any new developments are likely to achieve further exposure.

2. Personalisation – The concept of uploading your own media, such as the image in the above examples, helps to create a highly personalised piece of media for the user. It relates specifically to them, which is likely to be far more engaging than a standard video or image.

3. Virality – The novelty factor mentioned above will surely enhance users’ desire to share their creation with their extended networks, and the fact that the content is personalised will only add to this.

4. Content – It’s likely that the vast majority of users wouldn’t possess the ability or expertise to create a complex video like the ones indicated in the examples above; augmented reality apps allow users to create a quality piece of content that they wouldn’t otherwise be able to create themselves.

5. Interactivity maintains a viral loop – As well as being high quality, the content created by augmented reality applications is highly entertaining and in many cases fun. The element of surprise that is achieved when sharing such content makes for very entertaining viewing by other users, stimulating them to create their own version and share it once again, completing the viral loop.

Although the technology involved with augmented reality is still in it’s infancy, I’d envisage that its development will be relatively quick, and will soon feature mobile technology on a much larger scale. However it evolves, it’s likely that augmented reality will become a component of many digital PR and marketing campaigns in the future.

REFERENCES

[1] Solinix Company (Spanish Language) Mobile Marketing based on Augmented Reality, First Company that revolutionizes the concept Mobile Marketing based on Augmented Reality, January 2015

[2] Virtual Reality “ Augmented Reality Advertising” 2016. [Online] Available : http://www.vrs.org.uk

[3] Smith Alex “5 Benefits of Augmented Reality Marketing” 2010. [Online] Available: http://www.socialmeditoday.com

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