How to Use AR in Marketing w/ Dan Moller
Summary
TLDRIn this insightful discussion, Phil, the creative director at Supersides, interviews Dan Moller, an expert in augmented reality (AR). Dan shares his extensive knowledge on AR's impact on various industries, its current state, and future potential. He highlights the impressive scale of AR usage on meta platforms, its significant boost in brand lift, and cost-effectiveness. Dan also discusses the creative process behind AR experiences, emphasizing the importance of user-centric design and the potential of AR to revolutionize social interactions and industry-specific applications, such as in retail, entertainment, and medical fields.
Takeaways
- 🌟 Augmented Reality (AR) is gaining massive scale with around 750 million monthly active users on meta platforms utilizing AR features.
- 📈 AR has shown to significantly boost brand lift and lower costs for campaigns, with a 3x boost in brand lift and 59% lower cost for AR-enhanced campaigns.
- 🚀 AR serves as a pathway for innovation and prepares businesses for future technological advancements, offering a rich medium for communication and interaction.
- 🎮 AR experiences can range from mobile AR try-ons to immersive games and digital collections, providing a variety of touchpoints for engagement.
- 🖥️ The metaspark platform enables the creation and distribution of AR experiences, with a software team dedicated to expanding opportunities within the AR ecosystem.
- 🎨 AR allows for creative and interactive experiences, such as facial tracking and gesture recognition, enhancing user engagement and personalization.
- 💡 Successful AR campaigns, like the ones from Ikea and Top Gun, integrate AR deeply into their marketing strategies, resulting in increased awareness, recall, and intent to purchase.
- 🛠️ Getting started with AR is accessible through tools like metaspark Studio, which offers training materials and templates for creating AR experiences, even on a lean budget.
- 🔍 Understanding target demographics and their interests is crucial for creating effective and engaging AR experiences, often informed by dedicated market research.
- 📣 AR has the potential to democratize and promote conversations around cultural artifacts, making them more accessible and interpretable to a wider audience.
Q & A
What is the significance of augmented reality in the current market?
-Augmented reality is highly significant in the current market, with about 750 million people using ARFX on meta platforms every month. It is expected to grow massively, offering opportunities for innovation and enhanced user experiences.
How can businesses benefit from incorporating augmented reality into their marketing strategies?
-Incorporating augmented reality into marketing strategies can lead to significant benefits such as a three times boost in brand lift and a 59% lower cost for campaigns that add AR compared to basic advertising methods alone.
What are some of the different touch points for AR on meta platforms?
-Different touch points for AR on meta platforms include mobile AR try-ons, virtual tryons with glasses, holographic calling, immersive games, digital collections, and visual search.
How does augmented reality help in building literacy for businesses?
-Augmented reality helps businesses build literacy by familiarizing them with 3D experiences, spatial AR, and the context of users' faces or spaces. It also helps in understanding interactivity and increasing levels of immersion.
What are the different types of effects that can be built for front camera experiences?
-For front camera experiences, effects can be built to augment the face, hands, or body. Other types include recoloring the foreground or background, live green screening, tracking facial expressions for interactivity, and creating personalized immersive experiences.
What are the available placements for paid AR ads?
-As of recent, there are six placements for AR ads, including Facebook AR ads, Instagram stories, and Reels for both Facebook and Instagram.
How does the integration of AR into campaigns affect performance results?
-Integration of AR into campaigns has shown significant performance results, such as increased brand awareness, recall, lower cost per ad recall, and higher click-through rates.
What are some best practices for creating successful AR experiences?
-Best practices for creating successful AR experiences include focusing on providing gifts rather than ads, considering end-to-end journeys, aligning with business objectives, keeping user journeys simple, and ensuring the feasibility of the AR experience.
How can AR be used to democratize cultural artifacts and promote conversations?
-AR can be used to digitize and democratize cultural artifacts, allowing more people to experience them. It can also provide interpretation through added context, audio, or video, making it a rich medium for communication and enhancing understanding.
What are some potential applications of AR in the medical field?
-Potential applications of AR in the medical field include using AR glasses as a heads-up display for surgeons to view X-rays during operations and improving accessibility for individuals with impaired vision by providing information about objects they are holding.
How can smaller teams or those with limited resources get started with AR?
-Smaller teams or those with limited resources can get started with AR by utilizing online training materials and templates available for platforms like metaspark Studio. These resources make it accessible for creative individuals to prototype and validate ideas without requiring a large budget.
Outlines
🎉 Introduction to Augmented Reality and Expert Insights
The session begins with Phil, the Creative Director at New Horizons, expressing excitement over the engagement from the audience. He introduces Dan Moller, an expert in augmented reality (AR) who collaborates with various entities to innovate through AR on meta platforms. Phil emphasizes the importance of the session and invites audience questions. Dan provides an overview of AR, discussing its value, approach, and the process of creation. He highlights the massive scale of AR usage on meta platforms and the significant boost in brand lift and cost-effectiveness that AR campaigns can offer. The summary underscores the current impact and future potential of AR in enhancing creativity and innovation.
🚀 Exploring AR Touchpoints and Future Technologies
Dan delves into the different touchpoints of AR across meta platforms, emphasizing the importance of building literacy in spatial AR experiences. He discusses the progression from mobile AR try-ons to more immersive technologies like virtual tryons, holographic calling, and digital collections. The summary points out the role of AR in preparing businesses for the future, enhancing interactivity, and creating personalized experiences that drive earned media. Dan also touches on the types of front and back camera experiences, showcasing the versatility of AR implementations.
📱 Understanding Paid AR Ads and Campaign Strategies
The discussion shifts to the practical application of AR in paid promotions and advertising. Dan outlines the six AR ad placements available and provides insights into how they function, including Facebook AR ads and Instagram organic effects. The summary highlights the use of AR in driving brand awareness, traffic, and sales, and mentions the case study of Ikea, which successfully leveraged AR to boost brand lift and engagement. The effectiveness of AR in the context of the customer journey and various campaign objectives is emphasized.
🛠️ AR Creation Process and Best Practices
Dan explains the process of creating AR experiences, starting with the best practices that lead to positive outcomes. He stresses the importance of offering valuable experiences, considering end-to-end journeys, keeping things simple, and ensuring feasibility. The summary details the workflow using metaspark studio and the options for publishing AR experiences. It also mentions the availability of the metaspark partner network for assistance, emphasizing the accessibility of AR creation and the resources available to help entities get started with AR.
💡 Q&A: AR Accessibility, Insights, and Social Commentary
The session concludes with Phil asking Dan questions from the audience, focusing on the accessibility of AR for teams with limited resources. Dan reassures that AR is approachable, even for those with minimal budgets, thanks to available training materials and templates. The summary also touches on how AR can be informed by insights, as demonstrated in the Top Gun campaign, and its potential to change social commentary by democratizing conversations and enhancing the interpretation of cultural artifacts.
📈 Predictions for AR in Pharma and Medical Communications
In the final segment, the conversation turns to predictions for AR in specific industries like Pharma and medical communications. Dan envisions AR glasses serving as heads-up displays in surgeries and aiding those with vision impairments. The summary highlights the potential of AR to make the invisible visible and its expanding applications in high-stakes fields like healthcare, where accurate and accessible information can significantly improve outcomes.
Mindmap
Keywords
💡Augmented Reality (AR)
💡Meta Platforms
💡ARfx
💡Metaspark
💡Brand Lift
💡User Engagement
💡Mobile AR Try-Ons
💡Immersive Experiences
💡Paid AR Ads
💡Social Commentary
Highlights
Introduction to augmented reality (AR) and its growing scale and impact on various platforms.
The importance of AR in driving user engagement and satisfaction, with 750 million monthly active users on meta platforms utilizing AR.
The significant boost in brand lift and reduced cost for campaigns that incorporate AR, showing its effectiveness in marketing strategies.
The potential of AR to innovate and prepare businesses for the future, as technology continues to advance.
Overview of different AR touch points, such as mobile AR try-ons, and how they can enhance user experiences and brand interactions.
The use of front and back camera experiences in AR, offering diverse ways to engage users through personalized and immersive content.
Case study: Ikea's successful AR campaign leveraging the popularity of home DJs during the pandemic, resulting in increased awareness and sales.
The role of AR in the entertainment industry, as exemplified by the Top Gun campaign, which used AR to engage younger audiences and boost brand recall.
Practical applications of AR in e-commerce, such as virtual try-ons, and the significant performance improvements observed in campaigns utilizing AR.
The AR ad placements available across Facebook and Instagram, and how they can be integrated into marketing campaigns for various objectives.
Best practices for creating effective AR experiences, emphasizing the need for user-centric design and simplicity in interaction.
The workflow for developing AR experiences using metaspark studio and the options for publishing and promoting these experiences.
The availability of resources and partners for assisting in AR development, making it accessible for businesses with limited resources.
Insights on how AR can democratize access to cultural artifacts and promote richer communication and understanding among communities.
Predictions for the future of AR in industries such as pharmaceuticals and medical communications, including the potential for making the invisible visible.
The significance of AR in enhancing accessibility for individuals with visual impairments and its potential in improving everyday tasks.
The excitement and potential of AR as a creative medium, blending the physical and digital worlds to offer unique and engaging experiences.
Transcripts
[Music]
thank you
okay hey everyone that was a awesome
first session and really great to see
all the engagement in the comments and
please keep all of that coming
um but we've got an exciting one now uh
and we're going to get into some
augmented reality so yeah to start off
with I'm Phil I'm the creative director
of New Horizons here at supersides and
have helped launch our in-house 3D and
augmented reality teams and been working
with lots of our lovely customers on
some great experiences recently but I'm
very excited about this session we've
got a true true expert with us and I'm
really excited to hear all of his
knowledge and ask him some questions and
please put some more questions in the
chat and I'll ask him for you
um but yeah welcome Dan Moller hey Phil
it's great to be here thanks so much for
having me oh good well I'm gonna uh just
introduce you Dan
um Dan collaborates with creators
businesses and Educators to help them
innovate through augmented reality on
meta platforms he has an amazing
background in Academia high-end visual
effects and real-time production he also
works closely with the metaspark
software team to accelerate and expand
opportunities across the entirety of the
AR ecosystem so yeah Dan I'm really
excited to have you here I know you've
got some slides prepared um I've got a
bunch of stuff to ask you I'm sure
everyone will have loads of questions as
well so I'll let you get into it and
I'll come back at the end uh to to chat
with you chat with you more yeah thanks
so much Phil can't wait to chat then so
I'll take you all through a bit of an
overview of the AR platform that we have
across matter and various different
touch points and how we can use it to
really supercharge our creative
um so we're going to uh step through
um the value of augmented reality to
starting kind of high level how we can
how we can start thinking about it how
we can approach it uh we'll then start
to look at AR on meta platforms how it
actually lands where the different touch
points are
um and how AR actually gets made uh so
if we're interested in getting some made
where we get started
um so it's going to be a fun Journey
um by all means keep your questions as
you're going um we'll be having a look
in the comments as well and I can't wait
for that conversation with Phil uh so
first of all we're going to start with
what do I actually need to know about AR
uh what are those most Salient points
and one of the first things
um people are always asking me
um is isn't this a bit new isn't this a
bit gimmicky
um and you know is is it uh something
that we should really be thinking about
and uh definitely definitely it's
already at an absolutely massive scale
um so we already have for example about
750 million people on meta platforms
using arfx every single month uh we have
about 78 of those people who are using
it every month um coming back using it
monthly or more we have 70 of those
consumers who are using it saying that
they're either satisfied or very
satisfied with the experiences that
they're having uh where you see 35 of
people across the whole platform
actually using AR and the market is
expected to grow like crazy
um and of course so we've got this huge
scale it's already at this uh level of
kind of massive reach but then of course
people start to ask me okay cool what
kind of impact can we actually expect
then from using it and actually getting
into AR out of course great question and
we've done a lot of studies into this
space so on recent study for example
meta-analyzes of different AI campaigns
um that we've been running uh you know
paid AR brand campaigns uh found that
we're uh you know that we can say with a
90 plus percent degree of confidence
that when you are running a Bou campaign
with that video stills uh whatever it
may be across the platform if you add
paid AR campaign to the mix uh and and
use that within your cells alongside the
BAU
um we have a high degree of confidence
obviously 90 plus percent
um that it's going to outperform those
BAU ads alone so we tend to see around a
three times boost in brand lift for
those campaigns that combine Bou plus AR
versus Arrow time and we see a 59 lower
cost for those campaigns that have added
AR to them rather than just BAU alone uh
so really really exciting uh results
we've already got uh the scale and we're
seeing uh more and more uh really solid
performance results coming out to we'll
see some case studies um in a little bit
as well where we can start looking at
the actual work but for now I wanted to
just situate as well the use of AR it
seems very new as I'm saying it's kind
of already here we can already access it
but it does set us up for a pathway to
increased uh you know Innovation diving
in deeper and deeper as more and more
technology comes online in the future
which is one of the reasons that I'm so
deeply in this space because I'm just so
excited not just about what's happening
now but about what's coming next
um so for each of the different touch
points that we have across meta
Platforms in you know especially AR and
AR and Json
um by getting into these spaces they
really do help you build and prepare for
the future so for example right over on
the right hand side here where we can
see mobile AR try ons so being able to
use the mobile platform right now to
deliver AR experiences at scale this
helps us to build our literacy as
businesses as organizations in spatial
AR experiences so that we can get more
and more familiar with what it means to
be working with 3D what it means to be
working with the context of someone's
face or their space and those contextual
cues and co-authoring stories and
experiences with them rather than
pushing uh verbatim messages out for
them to consume passively as well as
accounting for interactivity and
increasing levels of immersion and as we
do that we get closer and closer to for
example as we see here uh virtual tryons
with glasses as well as things like
holographic calling and immersive games
and digital Collections and visual
search and objects and all these um you
know future far out Technologies that we
can start getting really excited about
while still preparing ourselves now with
the mobile platform that we have
available to us
uh sorry I I love this stuff there's
such a huge journey to go on
um and of course then the question
starts to turn to Okay cool so we've got
a mobile AR it's that scale we're
getting performance results that sets us
up for the future uh but what does this
really just look like right now on the
mobile platform and I'm sure I'm sure
we've seen lots of different uh mobile
uh face filters and stuff like that
that's really what we're talking about
here but there are lots of different
ways that we can Implement these uh so
of course we tend to have a selfie
camera we have a back camera which means
we have front camera experiences and
back camera experiences so typically of
course with a front camera experience if
you're looking back at someone's face
and there are different types of effects
that we can build out for this so um
people effects typically will augment
maybe the face or the hands or the body
um and we see examples here from some
campaigns that were performing really
well as well so we can combine that with
segmentation uh to recolor the
foreground or recolor the background do
live green screening uh we can track
people's faces and expressions so that
they can wear objects on their face or
we can drive interactivity using smiles
and laughs and facial gestures this type
of thing typically does really really
well for gaming for example but we can
get even more creative and More
Adventurous you can see the example here
on the right we can extract the face and
then we can start to mount it on you
know whole new bodies and give people
these really immersive uh personalized
experiences so that they can really feel
like they're actually a part of a brand
experience and it gives them some
content that they can personally feel
really excited about which then also
means they're more likely to share that
content so off the back of paid media we
end up getting earned media as well we
can then of course switch to the back
cam camera as well and once we're on
that back camera there are a range of
different experiences that we can
experiment with and play with
uh mostly when it comes to the back
camera we're talking about different
forms of plane tracking uh so on the
metaspark platform that powers all of
the AR experiences across meta we can
track multiple different planes so it
could be a flat ground plane it could be
a tabletop it can be walls ceilings and
so on and we can track them all at the
same time and then Place items on those
surfaces so we can see here on the left
it's going really really well for
testing out for example multiple pieces
of furniture and looking at different
colorways and seeing how we can mix and
match different pieces of furniture in a
living room we do have real scale
capabilities as well so it might be try
this fridge in your space and see if it
actually fits try this kettle on your
countertop and explore those colorways
and see if it matches your Decor maybe
tap and interact with it open up those
doors explore those features we could
then have text cards popping up with
more information and audio and extra
layers of interactivity but by tracking
a plane
now we can also do stuff like mount a
portal on top of that plane so we can
have a doorway into a whole virtual
world someone can actually walk through
in which case we start to really blend
the worlds of augmented reality and
virtual reality so at this point in time
if we're going to a portal and we're
looking around inside it in our device
and all of that content uh there's
virtual content that's laid in that
space is it virtual reality or augmented
reality I love these questions again
it's why it's such a fun and exciting
space that we can enter to set us up for
the future and portals become really
rich uh creative experiencing is you can
take someone through their device into a
whole new world and enable them to
explore it so the next questions then
tend to be okay cool so I get a feel for
the types of front camera and the types
of back camera experiences uh that are
available what does this actually look
like for uh paid promotion and those
types of products that we have available
to us so we do now as of just recently
have six placement in total for AR ads
So Paid AR ads placements you can see
here on the left hand side we've got
Facebook AR ads uh we've got Instagram
in the middle let's just start with
these two so we have uh the AR ad media
entry point where you'll have a video ad
that shows up either in feed or in
stories or in reels so the three new
placements are uh stories for Facebook
as well as reels for Facebook and for
Instagram uh so sex total
so you'll have that video ad show up in
one of those three places people with a
little call to action link as well
people then tap on that call to action
link and as you can see in the middle
here we go into the ads camera either
inside Instagram or in Facebook where
people can then interact with that
experience uh you know engage explore
learn uh experience some delight and
then there's a call to action button as
well which can be programmed for a bunch
of different call to action options in
this case you can see on the left here
for Facebook says learn more so we tap
on that pill and that'll drive traffic
through to whichever.com you want to
drive traffic through to we've also over
on the right hand side got here uh link
ads for organic effects on Instagram so
if your goal isn't to drive traffic uh
off platform if it's instead more of a
brand lift more experiential you just
want to be people to be spending time
within that brand world and indeed uh
potentially even goaling around earned
media and trying to fuel sharing which
can be really really powerful strategy
you can actually just use Instagram
organic effects as well so you take the
sharing link for an Instagram organic
effect you drop that into a link ad and
then from the link ad it'll push traffic
straight into the organic KR experience
so you can use a bit of pay to help spin
up that Viral flywheel as well
in terms of objectives awareness traffic
leads and sales depending on the
optimizations and we have loads of work
underway in this space with lots more to
come so it's really exciting it's moving
fast and changing rapidly so cool we've
seen a bit of an overview of the product
offering let's start taking a look at
some case studies because we really want
to explore how our businesses are using
AR today
uh so we've got a case study here from
Ikea uh this one was really cool so we
see the portal that we were looking at
just before over on the right here the
world effect version of this uh this was
from a campaign with Ikea they saw that
during the pandemic there were a lot of
Home DJs uh creating uh online DJ sets
using Ikea furniture as kind of their
their home DJ setup and off the back of
this inside they decided to develop
um a uh set of uh Furniture uh specific
launch designed for music creators
um in partnership with the Swedish House
Mafia of course being Ikea fantastic so
this was a multi-stage campaign there
were loads of different activations with
ar uh woven deeply and with the BAU um
to really fuel those results
um it started off with a selfie effect
that was kind of drawing on the vibe and
teasing uh the activation before the
actual reveal with the portal then
acting as the reveal where people could
then go and get up close with the
product so by staging multiple AR
experiences we're able to drive people
down the funnel and we saw here a 69
lift in Awareness over and above what
would have been achieved with the BAU
Alone by adding AR to the campaign 12
point lifting at recall 61 lower cost
per ad recall and a two times higher
click-through rate it's a really strong
results Again by working AR into the
campaign we've got a couple more
campaigns for you that we can look at as
well uh here's one for um Top Gun this
was one of mine
um so this was working with Paramount
Pictures that we've done some research
found that uh younger audiences uh were
less familiar with the original Top Gun
so when top gun Maverick was coming out
how do we um draw on that kind of legacy
and get people excited about it when
many of the younger audiences the
original film being so long ago weren't
really that familiar with the IP I'm not
just familiar with Tom Cruise strangely
as well what they did find through
research though is that the younger
audiences really thought the fighter
jets were cool so we built an AR
experience that puts you in the cockpit
of the fighter jet uh it's been gamified
as a selfie effect as an AR flight
school and we released this sort of as
an AR trailer drop so as that when the
trailer was going out for the film we
intercut the AR experience with the
trailer to help get people excited from
the film itself but then drive traffic
into the AR experience so people could
feel like they were a part of it we saw
again off the back of this one 16 point
lift in standard ad recall 5.5 Point
lift in action intent which is really
hard to move for these younger demos as
well when it comes to intent to go and
see a film and a 5.1 Point lift in brand
awareness so really strong results uh by
basing the AR on that insight and using
it in a meaningful kind of way
um and turning to our last key study we
had one from Mella so it's not always
just about
um upper funnel it's not always just
about awareness this one came out
recently for Miller uh enabling people
to try on a range of sunglasses so a
really straightforward use case really
fit for purpose when it comes to what we
can do with ar and what tends to work
really well people are very familiar
with these selfie style effects and the
facial tracking is nice and solid works
beautifully you can imagine a BAU
campaign for this is typically going to
be showing videos of people wearing the
sunglasses or stills of the sunglasses
or even just a single kind of product
shot however when we turn to AR it
enables people to actually try these
experiences on try the sunglasses
explore a range of skus see what they
look like on their own face and get
excited about it is there result of this
integrating AR into the campaign this
one actually significantly outperformed
Bae alone uh leading to a 74 lower cost
per purchase two times intent versus BAU
and a four times incremental purchase
for AR plus BAU as well
so we can see how we can use AR all
across the funnel uh with some great
results so next we want to start taking
a look at how AR actually gets made
which is always the next question like
this is looking exciting okay cool how
do I get started and one of the first
things that we really need to do is to
look at Best Practices and come up with
the right kind of idea to begin with and
making sure we're stepping off on the
right foot uh so we've got a bunch of
principles here that we've kind of
teased out over time that tend to
influence positive outcomes for AR
experiences first of all there's gifts
not ads so make sure what you're giving
people is an experience that they want
rather than trying to push a kind of
unidirectional uh you know brand message
at them this is something that we want
them you know that they indeed
themselves want to experience and so we
need to think about how we can give them
something that they actually want
whether that is a bit of entertainment
because they're feeling bored or because
they're in the market for new sunglasses
and we want to make it as easy as
possible for them to find the right pair
for them next is to think about
end-to-end Journeys we often start
thinking they are and we go cool we'll
design an AR experience that does this
about how do people enter that
experience where do they come from what
is the AR ad media look like where is
that situated within the campaign is
upper funnel mid lower funnel and what
happens afterwards where do we want the
traffic to go and how do we want people
to feel after having taken that
experience and what's the next step we
want them to take we definitely want to
think about the business objective is it
again more upper funnel more lower
funnel that's definitely going to shape
the particular approach you have and
indeed even the placements and the
particular product selection keep it
simple it's always um because it's such
a rich creative canvas it's always
enticing to think about packing as much
as we can in there but we find just
keeping those user Journeys really
simple keeping the interaction
modalities as minimal as possible just
one or two ways of interacting rather
than having 10 different ways of
interacting with the experiences people
can get a little bit lost and lastly
just remember we need to ask ourselves
is it possible like none of this is
Magic ultimately there are still things
that we can do in AR and things that we
can't yet do so just being really really
sure
um of how this is all Landing
um that we can actually do what we want
to do so moving forward when it comes to
AR workflow we build some software
called metaspark studio
um
uh minutes box studio is a desktop
application people used to build these
experiences so we can partner with
different developer agencies we can then
take those experiences uh publish them
from metaspark Studio into the metaspark
Hub uh anyone with a Facebook login has
that meta spark Hub uh where we can
choose to publish to ads or to organic
and from there we can either pick up
that paid AR experience inside ads
manager to attach it to a campaign or we
can use it in organic it'll appear on
our Facebook or our Instagram accounts
and lastly who can help us get this
stuff built we have a range of brilliant
metaspark partner network members
who are really really deep in this space
um they're all available to us just give
it Google search or find all those
people uh based all around the world we
also have various meta business partners
as well who increasingly uh bringing AR
execution skill on board into their
product offerings so by all means reach
out and contact these people and they'll
be able to help you out or ping us here
at medor and we can make a connection
for you so with that we've had a nice
big look at the overall uh meta platform
but that was amazing and thank you for
like running through that I know there
was so much to get across in a very
short space of time and I've been kind
of chomping at the bit there's been so
many great questions coming through as
well I have about a thousand things I
wanted to ask you but I'm going to
prioritize our audience uh even though I
don't really want to I'm going to
prioritize our audience questions
um what kind of a bit of a theme Here is
that we've seen like it working for big
Brands and there's a question here from
Breen saying do you think getting into
AR is attained and as is an attainable
goal for teams running on a lean budget
or with low resources
um I guess you know I'm packing that a
little bit
they're super shiny they're super visual
it kind of looks potentially a little
bit scary to get into but do you think
there's you know um easy routes in when
you're kind of exploring and
experimenting with a lower budget mm-hmm
absolutely we do have a bunch of
training materials online
um for at metaspark Studio which I've
I've helped build myself
um and they're really really accessible
like it's actually not a super scary
space there are even a bunch of
templates
um right there when you first open up
metaspark Studio that you can just
reskin you can swap assets out and then
there you go you've got a game or you
want to do it like a beauty try on
experience or so on uh these types of
things can be really really light left
and so if you have internal design
resource who are familiar for example
with Adobe Creative Suite or other
creative packages can be pretty uh Swift
and easy to pick this stuff up then when
it comes to the production of the media
assets for AR ads
um again like ugc tends to work best so
you don't necessarily need like a huge
polished kind of budget to build out
those video assets either of course if
you're going organic and going earned
media alone then um you know you don't
even need to worry about the the ad
media either
awesome yeah I would I would say like
download it and try it because it
actually is especially if you're you
know have any kind of creative
background
uh I use it a lot for prototyping and
just you know if I'm validating an idea
and then just getting it there in
people's hands it's so it's so it's so
much less scary than people think it is
and I think there's the tools that metal
have built make it you know so so
accessible and then try it's such a you
know such a it's such a good thing to
try
um got a question here from Monica
how or what methods did you use to find
out what the younger demos found
interesting in their kind of Top Gun
example because I think that's a really
good point is
that Insight informed the execution is
there anything you can speak to on that
yeah obviously in that case this is a
big movie studio
um it's going out with a bit of kind of
pre-screening and research and stuff
into the demos and and how this is
landing and so on
um so in that case uh dedicated research
market research before and um it was you
know likely to yield these types of
insights but even if it's a smaller
campaign it's kind of best practice from
that creative strategist um kind of
perspective you always start off with
well what's the business objective who
is who are the target demos you just
take those two things like bash them
into your search engine of choice and
then type in like insights for example
like gen Z insights
um you know films fighter jets that kind
of stuff and and see what comes back
there are so many reports and so much
good stuff out there but definitely like
anchoring your creative uh on an Insight
uh from the very beginning is always
really really helpful
yeah I mean totally agree I'm always
agreeing with you so I've got another
good one here
um how do you see AR changing how social
commentary happens like showing off why
a painting is important to a whole
community
do you see that creating a better
conversation between groups of people
who like so that's slightly outside of
the ad well but like how is it using is
a kind of yeah an empowering tool to
kind of maybe democratize or or to
promote conversations anything yeah this
is a fantastic question and I love it
like I I always think of the AR platform
as creative democratization like we have
hundreds of thousands of creators on the
platform people who have just you know
gone about publishing their own their
own experiences um as Phil was saying it
is a really really accessible platform
um and I think being able to digitize
you know cultural artifacts and be able
to democratize those out so multiple
people like many more people can
experience them rather than just those
people who are physically present in
that space and helping to interpret and
get people kind of up close and personal
uh with cultural artifacts or
experiences or paintings or whatever
they may be
um can certainly help in terms of kind
of distribution and reach but then
there's also interpretation
um so being able to highlight different
regions regions of something adding
extra context over the top of it it may
simply be that it's that it is actually
a physical mural for example in a space
and we want to bring more context over
the top of this and that could be audio
it could be video it could be all sorts
of things
um but definitely it's um simply a
really really rich medium for
communication and we can use it I like
what we wish in that regard yeah man I'd
I would Echo that it's my favorite thing
about the medium is that it exists in
the world that we exist in and you know
that kind of into you know uh kind of
juxtaposition between physical and
digital and it's just it's a really rich
territory to to play around with
um I'm going to get into the prediction
space now and this is quite targeted
this question so maybe you might better
answer it but what are your predictions
for augmented reality in Pharma or
medical Communications now and I'll just
tag a little bit onto that is
maybe that's like making the invisible
visible is there anything in in there do
you think yeah I mean we're already
seeing um example experiences uh with uh
AR glasses that do exist now that
operate more like a heads-up display
where we see surgeons for example
bringing up X-rays of what they're
operating on as a part of their heads-up
display while wearing glasses so they
don't need to keep looking up at X-rays
and kind of turning around it's always
just floating there in front of them and
I think as the technology gets more and
more mature and being able to project uh
those you know x-rays whatever they may
be directly over the top of what they're
operating on obviously high stakes
really important to make sure we get
this right that those opportunities are
getting bigger and bigger I think then
there's things like accessibility for
example when it comes to Farmer you know
maybe someone with impaired Vision could
just hold up a you know packet in front
of them and have the glasses read to
them what it is they're actually holding
like there are so many different
applications for this space awesome man
I mean I could do this all day but I've
got the uh kind of producers in my ear
saying it's time to wrap it up but I do
you want to say thank you Dan thank you
for taking the time out uh in passing
your knowledge and yeah if you search
for metaspark on YouTube Young on you're
on quite a lot of the training so if you
want to see more from him uh you'll be
able to find him pretty easily but thank
you for for joining us down and thank
you for your time well thanks so much
Phil thank you team Christina
foreign
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