Marketing Trends
Augmented reality (AR) has rapidly evolved from a novelty technology into a powerful tool in the advertising world. In 2024, more than 90% of Americans either use or are open to using AR while shopping, indicating a strong acceptance of this technology (ThinkWithGoogle). By overlaying digital content onto the real world, AR creates immersive and interactive experiences that captivate consumers.
Here are four ways marketers are already using AR in 2024:
• Product Visualization
• Virtual Try-ons
• Experiential Campaigns
• Gamification
For example, IKEA, Wayfair, and Home Depot use AR to help customers visualize how furniture or home products will look in their own spaces. AR enables users to superimpose 3D models of furniture into their real-life rooms, providing a “try before you buy” experience. Sephora and L’Oréal are using AR to enable customers to try on makeup virtually to see what works best for them. These uses of AR increases buyer confidence, reducing the likelihood of returns and increasing customer satisfaction.
Why This Matters
The significance of AR in advertising lies in its ability to create deeper connections between brands and consumers. Unlike traditional advertising methods, AR offers a unique blend of engagement and personalization, allowing consumers to interact with brands in entirely new ways. This not only enhances the shopping experience but Shopify found that products advertised with VR/AR content saw a 94% higher conversion rate than products without that content (ThinkWithGoogle).
Next Steps
We are still in the early stages of AR technology, making it an exciting time for exploration and growth. As AR integrates with AI and 5G, its impact on advertising will expand. Marketers can start by identifying areas where AR can enhance user engagement. For example, Christian ministries may want to explore how to use AR to create interactive devotional guides, while radio stations can potentially offer virtual meet-and-greet sessions or behind-the-scenes studio experiences. By adopting AR, organizations can offer unique, engaging experiences that help them stand out and connect with their audiences in new ways. Read more here.
As a consumer, have you recently had a positive experience with augmented reality in advertising?
Jonathan Andrews
Director of Media | jonathan@eaglecom.ca